Starting a business still isn’t an equal playing field. In the UK, female founders receive a fraction of the funding, support and visibility their male counterparts do. Together with Tide and Everywoman, we set out to create a campaign that would do something simple but powerful: put female entrepreneurship front and centre. The idea was intentionally bold. “More founding. More female.” A short, declarative line that reads like both a statement and a rallying cry. By highlighting the word female in pink, the campaign reclaimed a colour often used to stereotype women and turned it into a badge of ambition and strength.
Placed across high-impact out-of-home media, the message cut through the noise of typical financial advertising. No complicated explanations, just a clear call for a future where more women start businesses, build companies and shape the economy.
The campaign positions Tide and Everywoman as active champions of female entrepreneurship, while inspiring the next generation of founders to see themselves in that role. Because the future of business should look different. And it starts with more founding. More female.
