Equals’ ‘Role Model’ campaign is back with a larger footprint: All you need to know

In an era where representation and diversity are highly valued, Amsterdam-based Equals, a firm that focuses on empowering and supporting women’s career growth, is making significant strides in the Dutch tech sector. 

Ahead of International Women’s Day, Equals has launched the ‘Role Model Campaign 2024,’ aiming to foster a more inclusive tech environment and inspire future generations of women to break into the industry.

With the tagline “It Takes One to Become One,” this year’s campaign aims to highlight the potential of every woman to be a role model, irrespective of age, race, sexuality, or (dis)ability, emphasising the importance of diverse representation in inspiring future generations. 

It Takes One to Become One

Since its inception, the 2024 campaign has broadened its horizons, featuring more role models (over 150) than ever before and reaching a wider audience. 

It has grown from being just an Amsterdam-based campaign to a national one, with posters showcased on pillars and bus stations throughout Rotterdam, Utrecht, The Hague, and Almere. 

“When you see what other women have achieved, you are awakened. Then it also becomes an option for you. You can become what you can see,” says Dieuwke van Buren, Managing Director at Equals.

Equals says the support of governmental organisations has increased significantly, signalling a willingness for bold steps to be taken to improve gender balance in the workplace.

A month-long campaign, scheduled for a March 8 launch, will host a series of events, workshops, and networking opportunities designed to connect, empower, and celebrate women in tech and leadership.

Van Buren adds, “In 2022, we started in Amsterdam, where 88 role models and 60 companies joined us. Now, in 2024, we have expanded our reach to five cities: Amsterdam, The Hague, Rotterdam, Utrecht, and Almere, with 186 role models and 125 companies joining us.” 

“At Equals, we dream of a society where businesses and teams are representative of the society,” Van Buren states. “The more girls and women see our role models, the greater the impact. That’s what we strive for.”

Decline in women working in the tech

The Dutch Diversity and Inclusion in Digital Benchmark has reported a decrease in the percentage of women working in the tech industry in the Netherlands from 21 per cent to 19 per cent in the past year. Additionally, only 13 per cent of women hold leadership positions in the tech sector. 

“Through the power of Equals’ collective campaign, we inspire, empower, and pave the way for a future where equality is not just a goal, but a reality,” says Dieuwke van Buren, Managing Director at Equals. 

“It takes one to become one, — and together, we redefine the narrative for women in tech, leadership, and entrepreneurship, creating a more inclusive and equitable world for generations to come. In the build-up to and during International Women’s Day this campaign shines a spotlight on the trailblazing women who have navigated uncharted territories, conquered obstacles, and ascended to these roles, she continues,” adds van Buren. 

According to another report, “State of Dutch Tech 2024,” by Techleap.nl, women in tech accounted for only 19 per cent of the workforce last year, which is 3 per cent below the European average.

The representation of women in senior technical positions in the IT industry has been stuck at 13 per cent. 

The State of Dutch Tech 2024 conference, which took place on March 6 in The Hague, highlighted the lack of attention to diversity and inclusion in the sector. 

According to a survey conducted during the conference, 65 per cent of the employees surveyed stated that their employers do not invest in diversity and inclusion. 

In addition, female employees in the tech industry are paid an average of 22 per cent less than their male counterparts.

Partnership with RightBrains

Additionally, Equals is collaborating with RightBrains, a platform and women’s tech community dedicated to bridging the gender gap in digital technology. 

Geke Rosier, founder of RightBrains, says, “At RightBrains, we are committed to creating a more inclusive and diverse tech industry by providing women with the support and resources they need to succeed. “Our team is thrilled to be featured in the Equals campaign, and we hope to have a collective impact on women’s careers.

Equals: What you need to know

Equals is committed to supporting women in the growth and development of their careers. 

Through collaboration, celebration, and advocacy, Equals empowers all. Equals’ pragmatic approach rests on three pillars:

• Exposure/campaigns/events: Highlighting inspiring women to change perceptions.
• Academy: Offering (free) education (with a job guarantee) and career pathways in tech and entrepreneurship.
•  Memberclub: Fostering a community of ambitious women for connection, growth, and empowerment in the heart of Amsterdam.