Context & challenge

Mastercard wishes to fight gender stereotyping in the tech and digital sectors.

Methods

. Immersion aimed at understanding young girls aged 14 to 16
. Identification of the barriers to break down by age bracket
. Designing a content programme

Solution

. Operational strategy
. Designing the programme
. Identity
. Content strategy

Key figures

. 500,000 young girls concerned by the programme.
. 2 ministers present to support the programme launch