Starling Bank — YASMIN QUEMARD CREATIVE

Starling Bank wanted to build on their Make Money Equal campaign, which strives to re-address the balance of financial inequality across the genders.

After teaming up with Brunel University, we discovered women were four times more likely to be infantilised than men. As if that wasn’t damaging enough, they were short-changed too – with women more likely to deal with coins, not notes in comparison to men.

However, dire the discoveries, we had to do things differently because people were tiring of seeing societal issues raised with no solution in sight.

So, rather than trying to be the story, we found a way to be part of the solution. We did this by turning our modern day storytellers – advertisers, marketers, bloggers, influencers – into change-makers. Everybody had free access to a stock image library of over 100 images we’d created capturing women in real situations with their finances.

We have the power to shift the way the world sees women and their finances, one picture at a time.