Closing The Gap

The #sheinvests campaign balanced activity that drove awareness with tools that help drive action. We collaborated with Norway’s largest business magazine, Kapital, to include a special issue alongside its annual, high-profile “400 Richest” edition. Our “Capital Gap” issue mimicked the original format but removed all men from the list and left behind blank pages. A video spot incorporated Beyonce’s “Run the World (Girls)” but removed the word “girls” to raise awareness further.

This multichannel approach extended to local and social media activations. We projected the message “Men own 80 percent of private equity values in Norway. #sheinvests” on the Oslo Stock Exchange.

We established a “Female Investors” Facebook group that provided a conversational forum in which interested customers could ask questions of DNB’s financial experts.