Money is Changing
Now more than ever, women are speaking out—about sexual misconduct, politics, beauty standards and periods. But despite recent strides, money is often still taboo.
Visa wants start an open, honest conversation about how money is changing for millennials. Speaking to women in their language, Visa addressed some of the most pressing financial issues women face.
Film | Social | Partnerships
Anthem :30
:15s
Data turned social
The first step in any good conversation is listening. Visa worked with Lieberman Research Worldwide to survey US millennial and Gen X men and women, ages 22-53, to see how they really feel about finance.
We turned the results into the basis of our social campaign.
Continuing the convo
We partnered with Bustle, R29 and The Cut to create custom content and activations for their audiences.
Results + Awards
This campaign drove a 45% increase in brand relevance among Millennial women and a 33% increase in perception of Visa as an innovative brand.
Winner, Shorty Social Good Awards, Best in Financial Services
Gold, Midas Awards, Illustration
Silver, Midas Awards, Social Media
Finalist, Shorty Social Good Awards, Gender Equality category
And luckily, money
is still changing.
CD: Laura McCarthy
CD: Leah Butler
Design Director: Chris Williams
Copywriter: Jessica Joiner
Illustrator: Sara Andreasson
