Two girls skiing in pink ski jacket and ski pant.


We are still not equal. 

On a global scale, we are 135,6 years away from achieving gender equality. 

“Expect less. Even if you put in the same effort.”

Being born a girl is still a disadvantage in most societies. But we don’t want to change who we are – we’re proud to be girls, women, female. What we do want to change are the rules that are holding girls back. Rules set by men (and society) that we’ve had to play by. Rules in the workplace, in sports and, in life in general. 

  • When we compare the highest-paid female athletes and the highest-paid male athletes, the difference is shocking. Roger Federer´s total earnings in 2020 is $106.3 million. Naomi Osaka: $37.4 million. The difference - $68.9 million.
  • There´s a $370 million dollar gender gap in bonuses determined by FIFA for teams participating in the World Cup.
  • On average, a woman in the US earns 81 % of what a man does, according to the Bureau of Labor Statistics.
  • Pregnancy discrimination in the workplace continues to limit women's opportunities and economic advancement. More than 50,000 pregnancy discrimination claims were filed with the Equal Employment Opportunity Commission and Fair Employment Practices Agencies in the United States the last 10 years.
  • Prior to the COVID-19 pandemic, more than 100 million girls were expected to marry before their eighteenth birthday in the next decade. As a result of the pandemic, up to 10 million more girls are at risk of becoming child brides.

Let´s break the rules that hold us back. “Girls Will Be Girls” is a movement to set girls free. Free from the rules that keep us out of the workforce, sports and society. Free from the attitudes and misconceptions that restrict our freedom and limits our opportunities.

Let’s raise awareness together! #GirlsWillbeGirls

You can help raise awareness by telling your story. When have you felt mistreated because you’re female? In what situations have you thought: This would have never happened to a male colleague, friend or competitor? When have you heard people say that you’re “just a girl”, “you’re good at that, for a girl” or “second best”? How does it make you feel?

Raise your voice and let the world hear your story. Tag #girlswillbegirls and @karitraa so we can spread it!

Let´s break the rules, together.

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Gif about girls rules.

Women are still being overlooked

“We're not trying to hate men and we're not trying to push men out. We just want an equal seat at the table," says Tarah O'Connor from Rhode Island, who makes a living being an avalanche instructor, ski and rafting guide.

Girls Gill Be Girls Tara-O-Connor

Gender Inequality in the Dance Industry

Patricia Tjørnelund loves to dance. What she does not love is having to abide by different rules of the game just because she is female.

“There are still definite perceptions of how women should behave and dress compared to male dancers,” says the Copenhagen-based dancer. “Take the ‘Magic Mike’ show for example, where men are scantily clad yet their sensuality is applauded. Women in the same setting are typically ‘slut shamed’. That should not be the case.”

Girls Will Be Girls Patricia Tjørnelund

“We Need More Women in The Outdoor Industry”

As a female white water rafting guide in a mostly male-dominated industry, it’s unfortunately far too common that Nina Waters finds herself underminded, disrespected and not taken seriously – even though she’s an expert in her sport. 

Girls Will Be Girls Nina Waters

‒ We’re not weaker than the guys, we just have to fight even harder.

There were almost no other girls in Kari Traa’s sport, mogul skiing, when she was competing back in the late 90s and early 2000s.

I trained with the guys and competed with the guys. Actually, since my name «Kari» is a guy’s name in Finland, I sometimes even was mistaken for one.

But while this might have appeared as a disadvantage to some, Traa says it only made her stronger.

Girls will be girls with Kari Traa