Company: Mastercard, Nairobi, Kenya
Nomination Submitted by: Weber Shandwick
Company Description: Mastercard is a global payments technology company dedicated to creating an inclusive, digital economy. We make transactions safe, simple, and accessible using secure data, networks, and innovative solutions. Our work supports individuals, institutions, and businesses worldwide. With a presence in over 210 countries, we aim to build a sustainable world and unlock valuable opportunities for all.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Diversity, Equity & Inclusion
 Nomination Title: Mastercard 'She Is Priceless' Campaign
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 242 words used.
- Media Features: The ‘She is Priceless’ campaign was prominently featured in Forbes Africa and The Guardian Nigeria, highlighting interviews and achievements of Mastercard’s female leaders. Links and snapshots of these media features can be found in the supporting documents.
- Social Media Result Highlights: The campaign achieved substantial traction on social media through posts on LinkedIn, Instagram, and X (formerly Twitter), with a total reach of 11 million, 12 million impressions, and 133,312 engagements, resulting in an impressive engagement rate of 10.18%. This reflects the campaign’s effectiveness in resonating with the audience and amplifying its message of gender equality.
- Testimonials:
Christine Ogola, Vice President Technical Account Management, Africa at Mastercard: “Being part of the ‘She is Priceless’ campaign has been incredibly empowering. It not only showcased our achievements as leaders at Mastercard but also highlighted to young women across Africa that they have the power to pursue their dreams in the tech industry and Mastercard is the place that can make this dream a reality for them. Mastercard’s unwavering support for gender equality is truly making a difference.”
Folasade Femi-Lawal, Country Manager for West Africa, Mastercard: “Participating in the ‘She is Priceless’ campaign was a profound experience. It allowed me to share my journey and connect with other women leaders. The overwhelming response from young women who felt encouraged to break barriers and aim higher was incredibly rewarding. Mastercard’s commitment to fostering an inclusive environment is evident and impactful.”
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 238 words used.
The development of the ‘She is Priceless’ campaign began with a clear set of goals: to increase visibility for Mastercard’s female leaders, to inspire young women to pursue careers in tech, and to position Mastercard as a leading advocate for gender equality and employer-of-choice in Africa. The creative concept centered around the inspiring stories of female leaders at Mastercard, highlighting their journeys, challenges, and successes. These stories were transformed into compelling content, including articles, quotes, and social media posts, designed to resonate with a broad audience.
The primary challenge was to create a campaign that resonated deeply with diverse audiences across multiple regions while also driving meaningful engagement and achieving significant visibility. ‘She is Priceless’ addressed these challenges by leveraging strategic partnerships with high-profile media outlets and using a robust social media strategy to reach millions across the continent.
The media strategy involved a multi-platform approach, with key partnerships with Forbes Africa and The Guardian Nigeria, selected for their wide reach and credibility. Additionally, content was distributed across Mastercard’s social media channels and as well as those of the featured women leaders.
Scheduling was carefully planned around International Women’s Day in March 2024, a period that naturally aligns with themes of gender equality and women’s empowerment. The timing ensured that the campaign would benefit from heightened public interest and media attention. The campaign was executed over a five-day period, strategically timed to maintain momentum and maximize audience engagement.
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 223 words used.
The ‘She is Priceless’ campaign was launched as part of Mastercard’s broader commitment to advance gender equality, particularly within the African context where the gender gap in leadership roles is significant. Despite the progress made, challenges persist. Africa has a gender parity score (GPS) of 68.2%, with Namibia, Rwanda, and South Africa closing more than 70% of their gender gaps. However, women often occupy low-paid, subsistence jobs, and leadership positions remain male-dominated, especially in the tech sector, where only 11.1% of African tech startups have female CEOs.
Mastercard recognized the need to address the underrepresentation of women in leadership roles, particularly in technology, and to inspire women across Africa to pursue careers in STEM fields. The campaign was designed to celebrate the achievements of Mastercard’s women leaders while amplifying their stories to a broader audience. By showcasing relatable role models and their inspiring journeys, the campaign highlights Mastercard’s unwavering commitment to diversity, equity, and inclusion (DEI). It aimed to bridge the gender gap, inspire the next generation of female leaders, and reinforce Mastercard as an employer of choice for women in Africa.
These efforts align with the broader goal of advancing women’s equality, which, if fully realized, could contribute an additional $316 billion to Africa's GDP by 2025, underscoring the economic and social impact of achieving gender parity on the continent.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2022. Even if your initiative started before July 2022, limit your response to activities and results since the beginning of July 2022 only (up to 250 words):
Total 240 words used.
Mastercard’s commitment to gender equality is reflected in its remarkable achievement of having nearly half of leadership positions in Africa held by women. Bloomberg data shows that, across Africa, only 5% of companies listed on the 29 stock exchanges have a woman as CEO, and gender parity in leadership remains a distant goal for many companies. In this context, Mastercard’s achievement of 49% women leaders is exceptional and demonstrates the company’s continuous efforts to advance DEI in Africa. The ‘She is Priceless’ campaign is a part of this mission to drive gender equality and inclusion in the workplace in Africa.
The campaign was a multi-platform initiative that spanned print, online, and social media across key markets in Africa, including Nigeria, Kenya, and South Africa. Activities included extensive media coverage in Forbes Africa and The Guardian Nigeria, and a robust social media strategy that leveraged the platforms of both Mastercard and its women leaders. The campaign’s focus on storytelling—highlighting the inspiring journeys and valuable insights of Mastercard’s female leaders—was designed to inspire and engage a wide audience. The results were outstanding:
- Total Reach: 11 million
- Total Impressions: 12 million
- Total Engagements: 133,312
- Overall Engagement Rate: 10.18%
- Performance by Market:
- Nigeria: Highest reach at 1.44 million, 5.34 million impressions, and 43.42% engagement rate.
- Kenya: Highest engagement rate at 55.67%, 581K reach, and 3 million impressions.
- South Africa: Engagement rate of 21.79% with substantial audience interaction.
- Specify the date on which this campaign or program was launched:
International Women’s Day in March 2024
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