Centered around the Turkish women's volleyball team, known as the "Sultans of the Net," the campaign aims to increase women's participation in sports. The team, having achieved significant success, including winning the EuroVolley Women 2023, is a symbol of strength and resilience.The primary goal is to Inspire young girls and teens, encouraging equal participation of women not only in sports but in leadership and all aspects of life.

The objectives of the campaign centered around the Turkish women's national volleyball team, the "Sultans of the Net," are:

-Inspire Young Girls and Teens: To encourage and motivate them to participate equally in sports, leadership, and other areas of life.

-Promote Gender Equality: To raise awareness about gender equality issues and contribute to the effort to end gender discrimination.

These objectives aim to leverage the achievements and experiences of the "Sultans of the Net" to inspire and empower the next generation of women.

The "Leading Hands" campaign led by the Turkish women's volleyball team aims to empower young girls and increase their participation in sports through innovative, interactive methods. The creative idea centers on using unexpected-looking hand-shaped robots, smart mirrors and the most rising social media channel to engage and motivate young girls in a personal, tangible way.

The big idea of the campaign is to use innovative, interactive technologies symbolized by hands - a key element in volleyball - to LITERALLY move young girls to participate in sports. This concept is brought to life through three primary mediums:

Unusual-looking mechanic talking hands in schools;

Smart Mirrors;

and Tik-Tok comment sections.

To captivate the target audience of young girls, these elements combine the appeal of unusual, innovative technology, personal interaction, and the influential power of stories of successful role models, directly addressing the interests and emotional needs of the audience while promoting sports as a means for empowerment, self-expression and emotional wellbeing.