In Turkey, a lot of young girls quit with sports before they are twenty. That is because a variety of reasons like:

- They found other activities,

- Didn’t think they were good enough,

- They had no one to help them stay in sport habits,

- Stopped enjoying it

- Or for example didn’t feel pretty.

The reasons are usually strongly created by gender stereotypes in society.

Turkish woman volleyball team Sultans of the net are considered as role models for young women in the country, they are symbol of success or gender equality.

We wanted to create something really inspiring that will give the young women strength and tough them how to defend themselves against the gender prejudices.

We took a game move “monster block” as a motto with small but important twist = “block the monster (gender prejudices)”.

Young people want to share their ideas, so we decided to ask them, how they really feel and created research in unique way – teaching AI how to address young women in real world through interactive Sultan in the OOH billboard.

We took their messages and created a unique pattern for our new special edition of volleyball jerseys for Sultans. By this, we made a unique medium – we created space for PR moment to represent the jerseys and the new symbol of defence against the stereotype prejudices – blocking the monster.

We used the symbol and pattern to support our idea and used it in different online and offline format including TikTok challenge for giving girls more space for their emotions and also helped them with sport scholarships by putting one and only unique jersey to auction.

We believe, we created a full inspiring campaign where the main medium are the Sultans.