Campaign details

Brand: Starling Bank
Agency: Common Industry

Brief

Digital challenger bank Starling wanted a campaign that was both culturally and commercially impactful.

Starling founder Anne Boden is one of only two female CEOs in UK banking. She is open about the challenges she faces as a woman in the sector and the sexist stereotypes implicit in how women are spoken to about money. Our campaign therefore needed to:

  1. Drive new customer sign-ups with Starling
  2. Lead a conversation about gender stereotypes in finance

Strategy

Financial feminism is about believing in financial equality - closing the Pay Gap, the Investment Gap and the Confidence Gap. In the U.K., men get paid on average 9.8% more than women. Women also invest less money than men and female-led businesses get less investment than their male equivalents.