Her Money Her Power
In 2024, BellaNaija partnered with The She Tank to launch #HerMoneyHerPower, a bold movement designed to spark conversations about women’s economic power in Nigeria. Through media, entertainment, and culture, the campaign challenged stereotypes, promoted financial inclusion, educated audiences on the difference between empowerment and economic power, and inspired women to take charge of their financial futures.
Women own 41 per cent of small and medium-sized enterprises in Nigeria, a figure that underlines their importance to national growth. Studies show that closing the gender gap in labour markets could increase GDP in developing economies by almost eight per cent, and fully bridging the gap could deliver as much as a 23 per cent boost. Promoting women’s economic power is therefore more than fairness — it is the foundation of a stronger and more prosperous society.
In 2024, BellaNaija partnered with The She Tank to launch #HerMoneyHerPower, a bold movement designed to spark conversations about women’s economic power in Nigeria. Through media, entertainment, and culture, the campaign challenged stereotypes, promoted financial inclusion, educated audiences on the difference between empowerment and economic power, and inspired women to take charge of their financial futures.
Women own 41 per cent of small and medium-sized enterprises in Nigeria, a figure that underlines their importance to national growth. Studies show that closing the gender gap in labour markets could increase GDP in developing economies by almost eight per cent, and fully bridging the gap could deliver as much as a 23 per cent boost. Promoting women’s economic power is therefore more than fairness — it is the foundation of a stronger and more prosperous society.
To personify this vision, Nollywood icon Funke Akindele stepped forward as the official campaign ambassador, sparking conversations around financial independence, wealth creation, and the need for inclusive systems that support women. She was joined by Hilda Baci, Guinness World Record breaker, whose story of resilience and ambition resonated widely.
More than sixty voices — from entertainers to thought leaders such as Banky W, Ifedayo Agoro of Diary of a Naija Girl, Oluwatosin Olaseinde of Money Africa, Ebuka Obi-Uchendu, Alex Unusual, Veekee James, Bovi, Mimi Onalaja, Mitchell Ihueze, Waje, Saskay, Simi, Hauwa and many more — amplified the message across digital platforms.
For three months, #HerMoneyHerPower ran as a multi-channel campaign. It harnessed the power of Africa’s most-watched reality TV show, Big Brother Naija, to challenge perceptions. A special task in the house provoked debate about women’s economic power, with housemate Anita Utah emerging winner and receiving a cash prize of five million naira. On the streets, a vox pop series gave everyday Nigerians a voice, turning the conversation from theory into lived experience.
The results spoke loudly. The campaign reached more than one billion people, generating over three million digital engagements. Billboards carrying the message appeared in eight cities, from Lagos and Abuja to Port Harcourt, Ibadan, Kano and Kaduna, translated into four languages to ensure reach. More than thirty organisations and media partners stood behind the movement, including UN Women, PiggyVest, Femme Africa, Leading Ladies Africa, SLA, HER Network, Marie Claire, TVC, Filmhouse Cinemas, Zikoko, Olori Supergal and Glambrand Agency.
Coverage extended into mainstream and international media, with features in The Guardian, Marie Claire, Spotify, ThisDay, Business Day, Pulse and Punch.
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