Although nearly half of U.S. women play video games regularly, the game development industry remains heavily male-dominated. This imbalance has led women to be underrepresented in video game marketing and within the games themselves, since many female characters in games are portrayed with slim body shapes accentuated with hyper-sexualized outfits.
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Mojo Supermarket pushed for female representation in gaming with 'Girls Who Code Girls'
‘Girls Who Code Girls’ from Mojo Supermarket for Girls Who Code wins Small Agency Digital Campaign of the Year, Gold
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The campaign sought to tackle the lack of accurate female representation among video game characters.
Credit:
Girls Who Code
Nonprofit organization Girls Who Code teamed up with Mojo Supermarket to tackle this problem with its campaign that put women in the developer’s seat via the website GirlsWhoCodeGirls.com. On this site, women can create characters that more accurately reflect their actual appearances, using four different coding languages to modify features, including their hair texture, body shape and skin tone.
Over 450,000 people created character avatars through the site and the campaign garnered more than 225 million earned media impressions, according to Mojo, which had previously partnered with Girls Who Code on their “DojaCode” campaign. The two campaigns combined led Girls Who Code to see an 8% increase in brand awareness from 2021 through the end of 2022, per the agency.
The “Girls Who Code Girls” campaign was just one part of a larger pattern of rapid growth for Mojo Supermarket in 2022. The agency grew its revenue from $10 million to $16 million last year and netted 11 new clients, including Adidas, Google Pixel and Facebook.
