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Participation of women in IT is still low and companies wonder which external communication measures are necessary to attract more female personnel. To gain a richer understanding of adequate gender sensitive ways of communicating towards girls and women, one needs to take into account contextual challenges. Following a Participatory Action Research approach, we conducted a qualitative field study in a video game company in a large city in Germany, identified areas of concern, and sketched out implications for gender-sensitive communication measures together with our participants. Findings show that addressing gender stereotypes, making role models visible, and using adequate channels is relevant. Some problems might be solved via short-term solutions, but the majority require a long-term perspective. Our lessons learned leave implications for companies in the IT sector who want to foster gender …