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Author: Aleena Gardezi

Ellevest’s New Campaign Wants Women to “Cover Your A$$”

Posted February 1, 2017

Ellevest, the investing platform for women, wants to discuss the importance of financial power for women. The company launched a new ad campaign in New York City, all over the Union Square and Flatiron districts to get women’s attention.

The ad plays on comments made by President Donald Trump during the election and challenges women to think about the next 4 years and how to protect themselves, financially and otherwise.

Despite 2016 being a tough year for women, Ellevest is empowering women to take control of their financial future in this new year under a Trump administration by offering them the tools they need.

DIVERGE talked to Sallie Krawcheck, CEO, Co-Founder of Ellevest and author of Own It: The Power of Women at Work to find out more:

Where did this idea come from?

Our creative team spent an afternoon thinking about what the Trump presidency means for women. A lot of us we’re feeling concerned and uncertain, and we wanted to create a message that could help turn that general anxiety into specific, personal action. 

Why is it perfect for Ellevest?

We all know that Money is power. And it is our belief that we women won’t be fully equal with men until we’re financially equal. So the idea of “covering your a$$” is really to prepare for the unknown, and to do so by investing for your future. There is today a “gender investing gap,” and it can cost NY women hundreds of thousands — for some, even millions — of dollars over their lives.

Who is the team behind this ad campaign?

The campaign was created by Ellevest’s internal marketing and creative team.

How long will this continue?

We scheduled this campaign to run for 30 days.

What kind of reaction have you gotten from this campaign?

The ad is provocative and was meant to spur a reaction and thought. And it has done so. We’re addressing a specific moment in our culture and the real concerns that women have — and it has sparked a meaningful conversation among women in New York.

How important is diversity to Ellevest as a company?

Very. Ellevest believes diversity is an asset, and we’ve built it into the core values of our company. We believe that the different backgrounds and points of view that make up our company make us better.

Additional thoughts?

Women are overwhelmingly telling us that they are looking to take action in 2017. This includes broad-based action such as participating in the Women’s March; it also includes taking action for themselves individually, in this case to work to make sure they’re in financial control.