Anne Boden is one of only two female CEOs in British banking. She’s open about the challenges that women face in the sector, and Starling wanted a campaign that was both culturally and commercially impactful.
Common Industry developed the #MakeMoneyEqual campaign to give Starling a clear voice around an issue that really mattered to them – financial feminism. We conducted linguistic research into the way the media talks to men and women about money, and found there’s a serious gender imbalance in gendered articles about money.
Combining credible research with a clear call to action, we launched #MakeMoneyEqual with a series of videos highlighting the key issue, which were used in a multi-channel strategy spanning PR, social and performance marketing.
Launching the campaign with Anne Boden and campaign spokesperson Emma Gannon, we secured a number of broadcast interviews as well as reaching an audience of over 300m through coverage with The Guardian, Daily Mirror, Telegraph, Stylist and Refinery 29.