The brief said to create an inspirational integrated campaign with the Turkish Women's Volleyball Team at its core that increases female participation in sport.

The primary goal was to inspire young girls and teens and encourage equal participation of women in sports, leadership and all aspects of life.

The secondary goal was to raise awareness about gender equality in sports.

Our idea is to keep teenage girls from quitting sports by presenting an option to being a player. Our campaign is an initiative that encourages girls who play sports to try out coaching. This initiative broadens the idea of how a girl can be active in the sports world and aims to keep teenage girls from quitting by presenting an option to playing sports - switching positions to coach. As a positive side effect, we are likely to see an increase in female sports coaches in the future and contribute to making the sports industry more equal.

The campaign targets current sports coaches through press, OOH ads and a campaign website. The website works as a resource for coaches and players alike who want to get the initiative started.

To gain PR and to inspire young girls, we let the Queens of the Net coach a junior league team for one month and share their experiences on social media.