Tammy Darcy, founder of The Shona Project, was honoured with the Community Champion award at the Women of Vision Awards 2024. Naming the project after her sister Shona, who suffered a brain injury and passed away last year, Tammy’s journey is a testament to her resilience, innovative thinking, and unwavering dedication to empowering young women.
From Adversity to Advocacy
Tammy’s lived experiences give her an in-depth insight into what young women need and how to reach them. Everything started when Tammy turned 14. After her parents separated, Tammy’s older sister Shona was diagnosed with a traumatic brain injury that left her physically and mentally disabled. She needed full-time nursing care. In that year, Tammy was also bullied so badly at school that she spent break times in a toilet cubicle and climbed over a wall to get home.
As a result of these experiences, Tammy turned from an A student to a failing student. Her self-esteem and self-confidence were destroyed, and she gave up on herself for many years, making poor choices and even more damaging mistakes.
At 25, Tammy went to college at night and achieved an honours degree in Human Resources Management, followed by an MA in Business Management in Social Enterprise and in Education.
After realising that many girls suffer through the traumatic, negative, and distressing teenage years, Tammy founded The Shona Project in 2016. Over 100,000 girls across Ireland have been impacted by The Shona Project, which empowers, educates, and inspires them to become tomorrow’s strong, confident, and curious young women.
Inspiration and Mentorship
An influential mentor Tammy had was her former female boss during her third-level education. Tammy shares, “She navigated working with different personalities, leading with quiet confidence, and encouraged me to lean into my growth mindset. Every day is a learning day.”
Tammy draws inspiration from various women, including those younger than her and from different backgrounds, each teaching her valuable lessons about herself and the world.
Resilience and Determination
Tammy’s resilience shines through in her unwavering belief in The Shona Project’s mission. Despite self-doubt and numerous challenges, her passion for empowering girls remains louder than any obstacle. “My belief in and passion for what we do is always louder than any self-doubt or obstacle,” she says.
Leadership and Impact
In 2018, Tammy spearheaded the first Shine Festival, bringing together 350 girls in a small library in Waterford. Reflecting on its success, she said, “We can go bigger!” Today, Shine Festival reaches 2,000 girls annually and achieved a million video views within three days when it moved online during the pandemic in 2021. This initiative has significantly improved the confidence and self-esteem of countless young women, winning multiple awards, including the European Citizens Prize 2023 and a Gold IMRO award for digital innovation.
Innovative Strategies
To address funding challenges, The Shona Project avoids traditional fundraising methods, opting instead to build a brand with substantial reach. Tammy highlights, “Our partnerships focus on engagement and how we add value by delivering workshops, events, and panel conversations.” This innovative approach ensures financial stability and widespread impact.
Networking and Collaboration
Tammy believes that The Shona Project’s network is its superpower. She explains, “There are so many organisations and individuals who genuinely believe in and support our work. We just need to find them and give them opportunities to get involved.” This collaborative spirit has turned The Shona Project into a movement for change, with every woman and girl in Ireland playing a role.
Community is at the heart of The Shona Project. Tammy explains, “Our community is vital, as we want the girls we support to feel ownership of The Shona Project.” The ambassador programme amplifies their voices and fosters collaboration and support among women of all ages, driving the project forward.
Tammy Darcy’s journey is a source of inspiration and empowerment for young women across Ireland. Her leadership and innovative strategies continue to create lasting change and foster a community where every girl feels valued and supported.