At Large Media created a strategy for reaching young girls that involved working with the media, record labels and popular teen magazines.  We created a nationwide contest where girls were given access to images and music from their favourite pop stars, and also given the training and tools they’d need in order to build websites (or fan sites) for those stars.   Contestants submitted their fan sites to a panel of judges and the winners were invited to an exclusive event in London where they attended a red carpet gala, met their favourite pop stars in person, and attended a private pop concert at the London Science Museum.

The contest was an enormous success.  By building partnerships with both industry and government we were able to lead a competition that saw thousands of girls using computers to code HTML, develop websites, communicate online, and even create their own music and graphic files.  At the gala girls were also introduced to female role models including Andrea Duffy, the Head of e-Marketing for Sony Music International, and Shannon Ferguson, the Director of Entertainment & Media for Yahoo! Europe.  These role models contributed their time to create a video, and even spent a sleepless night at the London Science Museum, as part of the gala and subsequent ‘World’s Biggest Sleepover’ event.

For a list of all At Large Media projects, please see this page