With the BRAND GAME project, we wanted to empower young NEET women to re-enter the labour market by building their personal brand. Our goal was to boost their motivation, confidence, and employability through practical, engaging tools. We aimed to provide hands-on training materials focused on personal branding, create a Minecraft-based game with real-life job challenges, and launch an online networking hub to connect women with employers, trainers, and support services. We also wanted to support youth workers with new tools to better engage this target group. Overall, the project aimed to reduce social exclusion, promote equal opportunities, and help young women take active steps toward employment or education by offering them a safe, inclusive, and motivating learning environment.
We applied for the BRAND GAME project to respond to the growing number of young women becoming NEETs (Not in Education, Employment or Training), especially after the COVID-19 pandemic. Many of these women dropped out of work or education to support their families and faced difficulties rejoining the labour market. The needs we aimed to address: 1. Lack of motivation and confidence among young NEET women to re-enter the workforce. 2. Low awareness and skills in personal branding, which is now a key factor in employability. 3. Limited access to training and job opportunities, especially for women at risk of social exclusion. 4. Need for innovative, digital, and engaging learning tools to meet women where they are — online. 5. Lack of connection between NEET women and support networks, such as employers, trainers, and mentors. The project used a creative solution — a Minecraft-based game, practical training materials, and a digital networking hub — to help women regain confidence, build skills, and connect with opportunities.