A groundbreaking campaign is set to change the narrative around women’s financial power in Nigeria. The “Her Money, Her Power” campaign crafted by The She Tank in partnership with BellaNaija launched in September and is a response to the persisting economic challenges faced by Nigerian women and the broader impact on society.
The campaign will spotlight five central themes: the importance of economic power as a foundation for gender equality, the traits of economically empowered women, the need to shift gender norms for women’s advancement, and the positive ripple effects on families, communities, and society.
Despite strides in representation, Nigeria still ranks low on the Global Gender Gap Index, particularly in economic participation. Gender norms and stereotypes continue to hinder women’s access to financial independence. The “Her Money, Her Power” campaign is here to challenge these norms and push for a shift that benefits not just women but their families and communities.
Leveraging the power of media and entertainment
With the media as one of the most powerful entities on earth, it is even more crucial that this campaign turns to Nigeria’s most influential platforms to spread this vital message. At the forefront of this campaign is a specially curated segment on Big Brother Naija, Nigeria’s most-watched reality show. This segment will artfully weave the campaign’s core themes into the show’s fabric, ensuring that millions of viewers engage with the message in a compelling and relatable context.
They will also post creative content on BellaNaija platforms and ads across the Multichoice network to ensure maximum reach across Nigeria and the continent, with the overarching goal of inspiring and equipping women to take control of their economic futures and fostering policies that drive women’s economic power.
What’s at stake?
World Bank research shows that women often invest their income in their children’s education and well-being. A 2023 Eurasia Group report predicts that closing the gender financing gap could boost the global economy by $1.1 trillion by 2030, potentially increasing global GDP by over 7% if policymakers act to enhance women’s economic power.
Blessing Omakwu, founder of The She Tank, stated that the campaign “seeks to elevate the conversation around women’s economic advancement by highlighting the critical distinction between empowerment and power” she said.
“When a woman has economic power, she doesn’t just have access to the resources and systems that create prosperity—she has a voice and a choice. Her contributions are valued, and she has agency, including the ability to make decisions about her financial future. Women gaining economic power is a critical next step to achieve gender equality and reduce poverty in Nigeria.” Omakwu added.
Join the Movement
Nigerians at home and abroad can join the conversation using #HerMoneyHerPower to share their thoughts, stories, experiences, and support. Follow the campaign on all BellaNaija platforms and be part of a movement set to make a lasting impact on Nigerian society.
