Starling Bank: advert-body-2 by Common Industry

The #MakeMoneyEqual campaign is the result of a linguistics study conducted by Starling Bank, which shows serious discrepancies in the way men and women are spoken to about their money.

Comprised of a detailed linguistics study and short animations, the study revealed that 65% of financial writing aimed at women defines them as 'splurgers', excessive spenders who need to 'reign in their spending' and 'limit' their outgoings in order to save.

A third of articles assume women to be responsible for family support and care, 70% of articles on money in men's magazines make it clear that financial success makes them more of a man, and half of articles aimed at men use fear to encourage big purchases and investment decisions.

The campaign is led by Anne Boden, one of the UK's leading female founders and chief executive of Starling Bank. Five films highlighting the research were released in time for International Women's Day.