BEHAVIORAL CHANGE ACTION MODEL

The EU is experiencing a strong need for highly skilled personnel in the digital sector. The digitalization of virtually all sectors of economic activity is providing unique opportunities for economic growth and the need for STEM and ICT skills is growing in all sectors, from healthcare to manufacturing, opening up new employment options for everybody.

The GenGapsDiGi project (Reducing Gender Gaps for the Digital Generation) aims to contribute to a much-needed change of mindset and thus transform the Bulgarian and the Cypriot environment to support and encourage girls and young women to be confident about building a career in ICT.

The integration of gamified actions into the conventional learning activities will contribute to the engagement and motivation of young high school and university students for achieving the needed change of mindset and will support young women to think about starting a career in ICT, by presenting it as non-male- dominated sector, which offers equal opportunities to both genders.

In order to achieve the goals and objectives of the project, the consortium implements a series of behavior levers on the defined target groups (students, lecturers and companies, part of the ICT sector.). As a tool for triggering behavioral change among young people currently facing career choices, a Behavior Change Model is developed, based on desk research and a survey result about the gender gap perceptions in the ICT sector. Successfully piloted among relevant stakeholders and updated, based on the collected feedback and recommendations, the BCM contains three different modules, each of it comprising and targeting specific stakeholders group:

Module 1 “Schools”, containing gamified activities and materials, designed to trigger behavioral change among high school students facing the moment of taking a decision about their future higher education

Module 2 “Universities”, offering gamified activities, targeting university students, and encouraging them to start a career in ICT by promoting them the opportunities of the ICT sector

Module 3 “Companies”, presenting innovative approaches for attracting more women to the ICT sector and promoting it as a gender- balanced sector, offering equal opportunities to both genders

This project has received funding from the European Union's Rights, equality and citizenship Programme 2014-2020 under Grant agreement №101005895. The content of this website represents the views of the author only and is his/ her sole responsibility. The European Commission does not accept any responsibility for use that may be made of the information it contains!