China CITIC Bank Credit Card: Break Bias, Create Possibilities

CITIC, a state-owned investment company, connected with women in China on International Women's Day to increase applications for its credit card.

In 2019, CITIC Credit Card upgraded its Magic Lady Card (a credit card customized for the female consumers) on 8th March which also coincided with International Women's Day,

In China, in the national policy, both men and women are equal. However, there still exists gender bias and women's position are generally regarded lower than men. 43% of Chinese women are less confident in the workplace and daily life. To boldly tackle that issue, CITIC developed the tagline 'Break Bias, Create Possibilities' to match the new product features. An integrated 15-day offline event was launched which took consumers to...

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