The non-profit organization Hackergal is using social media to inspire women to become coders
Through social media, Hackergal hopes to inspire and educate girls and gender-diverse learners about the possibilities of coding across Canada.
As part of its campaign, dubbed ‘raise her voice’, Hackergal leveraged its social media presence as well as OOH at strategic locations in Canada to draw attention to this campaign as well as QR code sharing on its website to collect first-party data as it is also tracking its own movements. The number of people scanning the QR code is unknown at this time.
With preliminary discussions and idea exchanges beginning in early 2023, Hackergal and FUSE Create embarked on a long-term campaign. Hackergal, a small but influential national charity, had sought to broaden its national footprint through inventive campaigns and social media resources. The organization, however, faced difficulties finding external consulting funds. Hackergal engaged with potential donors, program participants, community partners, and sponsors in an innovative manner as a result of FUSE’s pro-bono assistance.
The Executive Director of Hackergal, Rebecca Hazell, is driven by a mission that involves both raising awareness and challenging prevailing assumptions about the tech industry. Hazell hopes that by challenging these assumptions, he will encourage individuals from all backgrounds to pursue careers in technology, making the sector more diverse and innovative.
“The main goals for the campaign were increased individual donations, and increased awareness of our organization among industry leaders and prospective corporate sponsors,” she said. “We aimed to bring attention to the tech gender gap among those unaware of its persistence and encourage those already advocating for closing the gender gap to consider donating or sponsoring our programming.”
A 10% point gap exists between men and women undergraduate computer science (CS) students. A study in 2021 by Trust Radius revealed that half of tech women leave after 35 because of ‘bro culture’ and gender-based microaggressions. 22% of developers identify as females according to SlashData’s 2023 State of the Developer Nation report, up from 19% in 2022, mainly due to the rise of women in tech in the Middle East and Africa.
In its OOH strategy, Hackergal and FUSE Create aimed to capture the attention of everyday Torontonians by strategically selecting high-traffic areas in the city for their message. They specifically targeted locations near prominent tech hubs, such as the MARS building near College and University, and the DMZ at Yonge and Dundas Square, to maximize the impact of their outreach efforts.
Among the social media platforms used to promote the campaign were Instagram, LinkedIn, X, and Facebook. Hackergal strategically prioritized Instagram and LinkedIn to reach diverse demographics. Due to its universal relevance to users of all ages, Instagram served as a dynamic platform with a wide audience range, from 13-year-olds to individuals over 65. Meanwhile, LinkedIn enhanced their strategy by targeting a more professional and business-oriented audience, allowing them to reach industry leaders, decision makers, and potential corporate donors.
“The combined use of Instagram and LinkedIn ensures a multifaceted approach that aligns with the diverse interests and professional backgrounds of our target audience, thereby maximizing the impact and effectiveness of our campaign,” said Hazell.
