Build credibility for a new class of socially responsible investment.
Increasingly, investors and financial advisors are reconsidering how they allocate capital, and factoring the social performance of their investments into their decisions, alongside financial performance. It’s not always easy to find investment options that truly accomplish both goals—but a handful of early, socially minded exchange-traded funds (ETFs) are pioneering the concept. Impact Shares is one of them. To create visibility and a new source of revenue for our longstanding client, the YWCA, Impact Shares needed to launch and promote the Women’s Empowerment Exchange Traded Fund (NYSE Arca: WOMN), the first-ever nonprofit, socially responsible ETF.
Capture the attention and imagination of investors where they live.
We’ve been able to convince the investment world that meaningful returns with meaningful social impact is possible. We began telling this story with the WOMN symbol—visualizing the name as a ticker symbol and associated the iconic “up” arrow with it to indicate positive financial and societal change. We created personal ticker symbols to pair with photographer Art Streiber’s powerful portraits of empowered women, and placed campaign activations in high-traffic financial districts in multiple cities. And we capped off the campaign with a four-page cover wrap of Time’s “Person of the Year” issue. Most important, Impact Shares’ management fees for WOMN are being gifted to the YWCA, providing it a new revenue stream in an increasingly competitive nonprofit environment.
Our work included