Tackling stereotypes on women and money

Starling Bank has been campaigning to remove negative gender stereotypes from public conversations around money since 2018. Fast forward to 2021, and change is still needed to #MakeMoneyEqual. We created a campaign that put the issue in the spotlight and offered a positive solution.

Eye-rolling stuff

The campaign centred on gendered representations of money in media and advertising. Working with Brunel University’s Professor Shireen Kanji and team, we analysed over 600 photographs from 3 of the biggest image libraries used for articles about money and finance. The study found that women are regularly portrayed as childlike, immature or naïve around money. And that’s before we get into age and body type diversity among the women depicted. The resulting report is packed with important insights that have the power not only to change minds, but also – given the importance of money to wellbeing – lives, too.

Not a stock solution

We knew the media would cover the study. But we wanted to push the campaign further. We used our insights to create a new, unbiased image library for everyone to access.

Working with Lensi Photography principal Denise Maxwell, we arranged a representative photography shoot. Guided by her expertise as well as the report findings, we took into account the types of women shown, the actions they’re taking, the settings they’re in and even the background objects in shot to create a library of 100 images that are better, fairer and totally free. This took the campaign beyond raising awareness to making a difference.

Positive and productive

This wasn’t just about making a splash. The campaign had to be managed with the utmost sensitivity and an optimistic outlook to ensure Starling Bank wouldn’t be perceived as preachy or critical. We arranged a media breakfast with Starling CEO Anne Boden, Professor Kanji and key consumer lifestyle, social affairs and money writers; briefed picture editors on the resource, and engaged with key stakeholders. Because positive conversations are the most productive.