DEGIRO and UN Women - Pink Chip (case study)

Invest in proof, not bias. Pink Chip is changing the business world with data on women leadership. The business landscape is changing as women break barriers, showcasing our abilities and skills. It’s time to recognize and celebrate our success as we redefine industry standards.

Insight
Research shows that companies with female leaders tend to be more profitable and have better stock price performance. Despite this, just 6 per cent of CEOs of publicly listed companies around the world are women. Data shows that when some companies appoint a female CEO, their share price drops by 2 to 3 per cent – placing female leaders at a disadvantage before their tenure has even begun.

Idea
A new financial tool that proves the power of women. Pink Chip is a collection of indices that tracks the performance of exceptional women-led businesses in markets around the world. Pink Chip is created and designed by AKQA in partnership with Thematic, DEGIRO and UN Women NL. It is the first index to align with the UN’s Sustainable Development Goal 5, and the first to launch in collaboration with UN Women. The first of its kind, Pink Chip allows investors to see for themselves how investing in women is better for their bottom line, boosting their returns while also supporting female leaders. It is freely available on pinkchip.org, and on the DEGIRO app.

Impact
Invest in women, accelerate progress. On International Women’s Day Pink Chip joined UN Women NL at the opening of the stock market at Euronext in celebration of the year’s theme #InvestInWomenAccelerateProgress and went live on Europe’s largest investing platform DEGIRO. Within two weeks of its launch there were over 14,500 new investors in Pink Chip companies which saw a 6.7% increase in their stock price. The index has since climbed a further 9.48% and outperformed market benchmarks. Pink Chip has reached over 2 million impressions across social media and outdoor placements and attracted nearly 70,000 visitors to pinkchip.org within its first week.

"UN Women applauds the Pink Chip initiative, which will lead to more awareness among investors of the true potential of women and spur investments in women-led companies." Marije Cornelissen, Executive Director and Founder, UN Women NL

AWARDS
Eurobest 2024
Innovation Grand Prix

Cannes Lions 2024
Shortlisted in the Dan Wieden Titanium Lions category
Gold in Creative Strategy
Gold in Glass 'The Lion for Change'
Gold in Sustainable Development Goals
Silver in Direct
Silver in Innovation

D&AD 2025
Graphite Pencil in Digital Marketing (Use of Data)
Wood Pencil in Direct (Innovation)
Wood Pencil in Impact (Initiative)
Wood Pencil in Impact (Collaboration)

CREDITS
Brands: DEGIRO and United Nations Women.
Creative Agency: AKQA, Amsterdam.
Production Company: Amp Amsterdam.
Country: Netherlands, United States.
Art Director: Sam Rowlands.
Associate Creative Director: Grace O'Brien.
CEO & Founder: Steven Carpenter.
Designer: Dianne van der Hoeven, Emma Nikolovski.
Group Creative Director: Evan Dunn.
Intern: Giulia Ballerio, Leticia Diaz, Philip Gebben, Priya Venkat.
Senior Copywriter: Conor Cunniffe.
Senior Front-End Developer: Viktor Jensen-Torp.
Senior Motion Designer: Guilherme Romeiro.
Software Engineer: Joe Kromer, Jon Opray, Kevin Sun.
Account Manager: Berber Visser.
Associate Strategy Director: Christiana Courtright.
Chief Production Officer: Brian Wey.
Client Managing Director: Christopher Henderson.
Client Services Director: Hannah Glazebrook.
Founder: Sam Rowlands.
Strategy Associate: Cherisse Dsouza.