Social Norms - What do young people see others around them doing in your community? Identity Threats - What aspects of young people’s identities might participating in coding/ML competitions come into conflict with? Framing - Are there other ways to frame the call to participate in an ML competition? Scarcity - What features of the day-to-day lives of those you find hard to reach might deter their participation? What is the decision to (not) compete really about?