DEGIRO and UN Women - Pink Chip
DEGIRO and UN Women approached AKQA. They wanted to challenge deep-seated gender bias in finance, where women-led companies were undervalued despite strong performance. The client needed a compelling tool to prove the financial potential of women-led businesses to investors, aiming to drive increased investment and accelerate progress towards gender equality in the financial sector.
Creative Idea
DEGIRO and UN Women launched the Pink Chip index, tracking women-led companies, to provide financial proof against investment bias.
Pink Chip created a unique stock market index that exclusively tracks high-performing women-led companies to prove their business potential and challenge gender bias in investing. By demonstrating that women-led companies can outperform market benchmarks, the initiative provides concrete financial evidence to encourage more investment in female leadership.
Creative Strategy Deconstructed
Company
DEGIRO provides the high-scale brokerage infrastructure and real-time data access, while UN Women NL adds global authority and alignment with Sustainable Development Goal 5 to validate the initiative's integrity.
Category
Traditional finance often treats gender diversity as a 'soft' ESG metric or a checkbox for social responsibility, rather than a hard indicator of superior stock market performance or alpha generation.
Customer
Investors seek market-beating returns but are hindered by a systemic 'bias tax' where female leadership is unfairly devalued by the market despite data showing higher profitability and resilience.
Culture
The global #InvestInWomen movement is shifting from symbolic representation toward demanding tangible economic empowerment and the closing of the multi-trillion-dollar gender investment gap through data.
Company
DEGIRO provides the high-scale brokerage infrastructure and real-time data access, while UN Women NL adds global authority and alignment with Sustainable Development Goal 5 to validate the initiative's integrity.
Category
Traditional finance often treats gender diversity as a 'soft' ESG metric or a checkbox for social responsibility, rather than a hard indicator of superior stock market performance or alpha generation.
Strategy:
Reposition gender diversity as a high-yield financial indicator to transform social progress into a measurable investment strategy.
Customer
Investors seek market-beating returns but are hindered by a systemic 'bias tax' where female leadership is unfairly devalued by the market despite data showing higher profitability and resilience.
Culture
The global #InvestInWomen movement is shifting from symbolic representation toward demanding tangible economic empowerment and the closing of the multi-trillion-dollar gender investment gap through data.
Strategy:
Reposition gender diversity as a high-yield financial indicator to transform social progress into a measurable investment strategy.
Strategy Technique
Make the Brand the Hero of a Bigger Fight
The campaign positions DEGIRO and UN Women as heroes fighting gender bias in finance. The Pink Chip index is their tool to accelerate this vital societal movement.
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Creative Technique
Turn Message into Product
The campaign turns its core message into a tangible product: the Pink Chip index. This index actively proves women-led companies' financial potential, making the abstract claim measurable.
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