Digital platform BlueAvo has been named runner-up for the acclaimed Africa Prize for Engineering Innovation for developing a platform for creatives – a platform that has placed BlueAvo on a positive trajectory, having launched the product in South Africa and nine other African countries.

BlueAvo co-founder Indira Tshiteta says that the BlueAvo platform is an African-specific innovation for all creatives, regardless of gender, age or race.

“Through BlueAvo, we’ve been able to connect creatives to meaningful work both within Africa and internationally. It’s been incredibly fulfilling to see a diverse range of brands use the platform – not just to source creative talent locally – but to develop cross-border content and assets.

“Over time, our focus has expanded beyond just filmmakers and designers. We’ve continued to invest in building technology solutions that serve storytellers of all kinds.” 

Despite the universal challenges faced by women in various workplace settings – such as gender biases and stereotypes, opportunity and pay disparities, as well as a lack of recognition and mentorship – she highlights that the Africa Prize can empower other women to take up space in male-dominated industries.

Tshiteta says that women ought to stand firm in applying their competency and expertise within their varying disciplines and should be cognisant of the fact that their voices, visions and ideas are needed in Africa, today.

“The challenges aren’t signs to step back; they’re signals to push forward. Overcoming them starts with showing up authentically, building networks that support you, and being unapologetically committed to your goals,” she adds.

Further, Tshiteta notes that there are several “intentional” actions that can be taken to address challenges and enhance the process of empowering women in industry.

Firstly, restructuring the hiring, innovation support and procurement models to emphasises inclusion can lead to the normalisation of women in leadership roles.

Additionally, organisations should offer mentorship programmes and initiatives, as well as organisational community-building programmes, to women in the workplace, thereby facilitating the sharing of knowledge while providing career-enhancing opportunities.

Going forward, Tshiteta believes that a more proactive effort is required to ensure that better inclusion and recognition is effected in the engineering field. 

She particularly believes that women ought to use their authenticity and range of skills and competencies to build new systems within their organisations, instead of adjusting to the old ones.

“Whether you’re a woman returning from maternity leave, a creative stepping into tech, or someone building in the quiet corners of your community, your contribution matters. And platforms like the Africa Prize exist to spotlight people just like you and me . . . We need more programmes like the Africa Prize for Engineering Innovation that not only recognise ingenuity but actively level the playing field. When we open up space for women to lead, build and shape the future, the entire ecosystem wins,” she avers.

Applications for the Africa Prize are currently open and will close on September 23, 2025.