The pink side of technology

Client: MediaWorld

Date: 04/03/2021


The pink side of technology: Media World presents a new training project to publicise STEM subjects among Italian girls

International Women’s Day sees the launch of a campaign featuring great women of the past who made technological breakthroughs.

Milan, 4 March 2021 – Recent data confirm that in Italian universities 18,3% of the total number of female students choose STEM (Science, Technology, Engineering and Mathematics) courses. In the most recent academic year female students accounted for 37% of total students enrolled in scientific faculties. This gap is also reflected in the labour market, where, one year after graduation, employment levels for males after earning a STEM degree, reach 91,8%, while it is 89,3% for females (*).
In order to make a real contribution to bridging this gender gap in uptake of STEM subjects, MediaWorld is taking advantage International Women’s Day. Market leader in Italy in the distribution of electronic goods and part of the international MediaMarktSaturn Retail Group, MediaWorld is supporting GirlsTech, an initiative to promote gender equality through educational events and activities, created by SYX, a non-profit association which publicises new IT technologies.
4 months of online courses for a total of 270 hours of free training targeted at girls from 7 to 18, with the goal of developing female technological talents by providing training and development courses, to give concrete support the female presence in science and tech sectors.
The courses are delivered by GirlsTech and taught by professionals and will cover some of the most up to date subjects: from coding with Scratch and Python to designing apps and videogames, from cybersecurity to graphic design.

“We are committed to the values of equal opportunities, talent development and inclusivity and ensuring they are really enforced every day. Encouraging female presence - today around 50% of our employees - is an integral part of this commitment and a pillar of our strategy for growth and competitiveness”, says Alessandra Bergamo, Head of MediaWorld Italia HR. "Technological innovation and science are invaluable tools for the future of young people and to build a more equal society. However, there are still too few girls who decide to focus on these disciplines and that’s why we have decided to organise this project and dedicate it, on this symbolic day, to young Italian women”.

"SYX's goal with GirlsTech is to eliminate the gender gap in the STEM world in Italy. This project brings positive value, it demonstrates how things can change. Our vision is a world in which girls are free to know and choose a career in technology and digital, without prejudice and obstacles, creating wealth by showing their own creativity and expertise ", comments Francesco Ronchi, founder and Vice-President of SYX.

Information on how to enrol in the courses is available on the page of the MediaWorld site
MediaWorld is flanking the training programme targeted at young Italian women with a campaign celebrating great female pioneers of the past, examples for new generations and inspiration to overcome the women/tech dichotomy.
History teaches us that throughout the centuries a great many women were behind great technological innovations. Just think of Florence Parpart who invented the modern fridge, Ada Lovelace who wrote the first IT program in history in the 19th century or even Sophie Wilson, the mind behind the most common microprocessor in the world.

The campaign was created by the Armando Testa Group and developed on digital channels by It invites Italians to discover the contribution made by these great women from the past with a landing page dedicated to numerous social activities. In addition, the iconic red M of MediaWorld turns pink becoming a hyper-techno M which is the main feature of all the communication. The campaign is on air from 4 to 14 March and includes 360° integrated communication covering TV and RADIO, as well as digital and social networks, also including points of sale and POP materials.

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