Starling Bank

Fighting Financial Stereotypes in the Media

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.