I’m the one who counts: BNP and women

1978

BNP Paribas Historical Collections

Themes:

  • Communication & Advertising
  • Innovation
  • Men & Women
  • Products & Services
Document

This photo shows a bus shelter panel in France, with the advertising poster “I’m the one who counts” that BNP distributed in 1978 aimed at women.

Ten years after its first publicity campaign targeting female customers and 13 years after the law of 13 July 1965 allowing married women to freely open a bank account, BNP dedicated one of the slogans of its brand image campaign to women: “BNP… a bank where women count.”

The objective is to emphasize the use of banking services by women, who represent 51% of the French population more than 18 years old and who increasingly exercise a remunerated activity. Accordingly, in 45% of the cases, when women hold a chequeing account, it is a joint account with their spouse and they don’t use it effectively. Consequently, this category of customer presents a real business development potential for BNP. Moreover, this position is consistent with the actions that BNP has developed for many years like its participation in a survey of women and the management of the family budget, the publication of a brochure titled “I do my accounts in 3 minutes per day” or even the insertion of specific financial questions in women’s magazines.

Close

Contact us / Send us a document

This website has a cultural and historical purpose; it is not intended to deal with trade and banking relationship issues which will not be processed.

If you have a document, a photo, a story about BNP Paribas history and want to share it, please do not hesitate to share it there.

In transmitting this document, you certify to own it and to hold the property rights needed for their use. You authorize BNP Paribas to use it on the website Source of History.

Thank you for indicate the origin of the documents and give us any information you consider relevant to its understanding.

Close

Suscribe to Well of History's newsletter

The personal data collected from the Site are subject to data processing by BNP Paribas to enable access to and use of the functionalities offered by the Site www.histoire.bnpparibas.
Pursuant to the French Data Protection Law No. 78-17 of 6 January 1978, you are entitled to access the data collected by BNP Paribas and to have it amended, updated or deleted, where such information is incorrect, incomplete or outdated. You can exercise this right by contacting: BNP Paribas – APAC TDC Val de Marne, TSA 30233- 94729 FONTENAY SOUS BOIS Cedex.

Close

Files download

I undertake to make private use of the contents downloaded from the website

OK
Close

You have added an item to your selection.

You can find your saved contents in the “My space” section, which can be accessed at the top right of any page of the website.

My space English A+ A-

To find this content on your next visit, you need to create an account from this section, by clicking on:

Fermer Welcome to

Well of History

Since 1822, history has made us a key player and a witness of transformations taking place in society and economy in Europe and around the world. We invite you to share in our story and explore our archives to learn more about our constantly changing world.
Jean Lemierre Jean Lemierre,
Chairman
of BNP Paribas