These can be targeted at the general public or at students in schools and universities. The Programme to Support Research Activities of Female Researchers in Japan, mentioned above, promotes research careers in STEM for women in high schools and colleges through promotional materials and events allowing girls to meet female senior staff in research positions. For example, Sweden’s Women Ambassadors programme encouraged voluntary women entrepreneurs to act as “ambassadors” and share their experiences with other women. The ambassadors participated in events and made presentations about their backgrounds and success stories as entrepreneurs to high school, university and vocational training students, career advisors, and women with an immigrant background.