About This Project
Summary
The Money Like a Woman movement, launched by Bethpage Federal Credit Union (now FourLeaf), rallies around the affinity group that makes up 51% of the U.S. population—women. At its center is Bethboards—a clever play on “Billboards” that both honors featured female entrepreneurs and nods to the credit union’s former name. This multichannel activation donates premium ad space in NYC, with winners showcased in iconic spots from Times Square to Grand Central and new businesses featured each quarter.
Goals & Objectives
Use the Bethboard platform to help women entrepreneurs gain visibility to support their continued success. Become recognized as a brand making a positive impact for women’s financial empowerment.
Results & Impact
100+ women-owned businesses have been nominated to be featured on Bethboards. Each business featured has received an average of 2MM impressions of free advertising. After three months in-market, FourLeaf audiences were 50% more likely to rate the brand as favorable, unique and likely to consider.
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