apparently the super model @karliekloss have a non-profit org enticing girls to code. https://www.kodewithklossy.com/youth-scholarship you wonder, if this gimmick would actually make young women become programer later in life, or gimmick that has no such effect but makes money for the org.
similar gimmick has done on math (for any sex) in the past (focusing on collaborative “game”), i think the effect is negative. To get young people into math/coding, you need to nurture a real interest in sciences, and for math, you need good teacher who love the subject.