Investing Capital to Create Change: State Street’s ‘SHE’ Gender Diversity ETF Campaign PDF
State Street sought to address gender inequality in corporate America by providing investors an opportunity to create change with capital through SHE, an ETF that tracks a new, proprietary State Street index comprised of the largest U.S. companies with the most gender diverse boards and senior leadership. To launch SHE, SSGA developed a cross-communications campaign on International Women’s Day 2016, with some key results highlighted below: • 136 media placements • 193% increase in engagement rates on social • 179 sales activities in 30 days, leading SHE to have the most assets under management of ETFs launched last year