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MassMutual Insurance Challenges Media Bias About Women’s Financial Decisions

31/03/2022
Advertising Agency
New York, USA
256
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Campaign from Grey New York highlights commitment to serving and hiring women

Massachusetts Mutual Life Insurance Company (MassMutual) this week launches a multi-channel marketing effort to raise awareness of and fight media myths that women are ‘bad with money.’ 

The centrepiece of the integrated effort is a print campaign from Grey New York debuting in the Washington Post. Please see ad. Media planning and partnerships were managed by Giant Spoon. 

The first ad in the series delivers the provocative fact that “65% of financial articles targeted at women define them as excessive spenders.” *It drives home the point, “If we can change the way the media writes about women and finance, we can change the way people think about women and finance.”

“For too long, women have been misrepresented in the financial media,” said Jennifer Halloran, MassMutual head of marketing and brand. “ We want to balance the scales,  encourage more accurate press portrayals, tell the truth about women’s financial  savviness and how to best serve their needs.” 

In addition to print, social media and public relations, MassMutual will place monthly op ed columns in the media throughout the year. Jennifer Halloran’s article, Fighting the media myths that women are ‘bad with money’ recently appeared in the Washington Post. 

Importantly, MassMutual will underscore their commitment to recruiting and supporting the growth of female financial advisors who have historically been underrepresented in the industry. The company currently employs 1,400 female financial advisors attuned to women’s investment needs. 

MassMutual is a member and supporter of SeeHer, an organisation whose mission is to drive accurate portrayals of women across the media spectrum.

The effort reflects MassMutual’s master brand platform. Their mission is to use their expertise to help people navigate ‘Uncomfortable Truths’ behind financial planning. Help people prepare for the unexpected by securing their financial futures and protect the ones they love. 

Last month, MassMutual teamed up with Hollywood legend, Billy Dee Williams, to encourage Black families to build generational wealth and have ‘The Money Talk.’ 

*Stat based on a study of 100+ articles published in women’s magazines from Why we need to #MAKEMONEYEQUAL, Starling Bank 

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