A campaign for Goldman Sachs is raising awareness of the firm’s signature philanthropic initiative, 10,000 Women, which supports female entrepreneurs in emerging markets around the world through access to business education, networking and capital.
A television commercial highlights one of the program’s graduates in Lagos, Nigeria, Ayo Megbope, as she tells her personal story of empowerment and confidence. In the film, she is shown going about her daily tasks of running her business as a restaurant owner. Her voice over says: “When a woman leads a business, she will always have more than one bottom line. Her shareholders are her community. Her success is not only measured by dividends and profits, but also by the path she creates for others to follow.” Her images are interspersed with those of a boy transporting a package on his back by bicycle. When the boy arrives, she opens the package to find her confident chief executive officer (CEO) portrait, which is then displayed on the wall of her business. It ends with her saying: “Being a part of the 10,000 Women program has made me daring.
The print and digital components of the campaign feature CEO-style portraiture – oil paintings in gilded gold frames – of several of the 10,000 women graduates. The headline copy reads: “What changes when a woman leads a business? Everything.” Ad copy goes on to say, “we believe that creating opportunity leads to more opportunity,” underscoring the multiplier effect program graduates have on their communities through revenue growth and job creation.
“Our aim with this campaign is to demonstrate the support Goldman Sachs has had for female entrepreneurs for the past decade, support that is ongoing and highly relevant today,” said Amanda Rubin, global co-head of brand and content for Goldman Sachs. “There is no better way to do that than by hearing the voices of these women directly and showcasing their accomplishments.”
Added Cristina Shapiro, the program’s global head: “This is a milestone year for 10,000 Women. In addition to reaching our 10th year, we’ve launched the business education on Coursera, making it free and available to more women around the world. This campaign is about our on-going commitment to helping create more opportunity for female entrepreneurs.”
In keeping with the spirit of the program, the campaign was created and produced by a predominantly-female team, as Goldman Sachs worked with its agency Forsman & Bodenfors New York.
“From the start we knew this campaign had to live up to the standard 10,000 Women has set in terms of opportunities for women,” said Brooke Reno, group business director at Forsman & Bodenfors New York. “We put together a team of talented woman to fill every major role in the production. While we’d all love to get to the place in the marketing industry where an all-woman production isn’t considered noteworthy, at this moment and time, it was a very unique and meaningful experience for all involved.”
The integrated campaign is slated to run through the beginning of December. Print will run in key publications including The New York Times, The Washington Post, Fortune Magazine, and The Economist, as well as across a plethora of digital and social channels. The TV spots will run on broadcast news, including Meet the Press and across Hulu. The campaign is also integrated into content partnerships with Cheddar, The Washington Post, and The Skimm.