To increase women’s confidence that digital payments enabled by an Inclusive IPS will serve their needs, women need to see themselves in awareness campaigns.
A number of existing resources provide guidance on gender-inclusive communication:
ILO
The International Labor Organization’s report, Gender-Inclusive Service Provision: A Quick Guide for Financial and Business Development Services Providers provides excellent guidance and checklists for both written and audiovisual communications.[1]
Women’s World Banking
Eight Tips for Successfully Marketing to Women provides practical advice for targeting both women as staff and customers in marketing and advertising.[2]
UN Women and UNICEF
The Dismantling Gender Stereotypes In Media, Marketing And Advertising: Creating An Equitable Future In Asia-Pacific report details the types of gender stereotypes that can be found across different kinds of advertisement (Online Media, TV and Film, Gaming, etc), features areas to address and recommendations.[3]
GSMA
GSMA has collected evidence from 10 countries and developed recommendations in the Understanding Women Micro-Entrepreneurs’ Use of Mobile Phones for Business report on how to best market mobile-based products to women micro-entrepreneurs (e.g., showcasing women entrepreneurs as role models in marketing campaigns, illustrating how women can use DFS for their business)[4]
[1] “Gender-Inclusive Service Provision: A Quick Guide for Financial and Business Development Services Providers,” International Labour Organization, Feb 14, 2022, https://www.ilo.org/sites/default/files/wcmsp5/groups/public/%40asia/%40ro-bangkok/documents/publication/wcms_837254.pdf.
[2] “Eight Tips for Marketing Successfully to Women,” Women’s World Banking, March 2015, https://www.womensworldbanking.org/wp-content/uploads/2015/03/8-Tips-for-Successfully-Marketing-to-Women.pdf.
[3] “Dismantling Gender Stereotypes in Media, Marketing and Advertising: Creating an Equitable Future in Asia-Pacific,” Unicef, September 5, 2023, https://www.unicef.org/eap/media/13536/file/UNICEF-UN%20Women%20brief.pdf.
[4] “Understanding Women Micro-Entrepreneurs’ Use of Mobile Phones for Business,” GSMA, September 5, 2023, https://www.gsma.com/solutions-and-impact/connectivity-for-good/mobile-for-development/gsma_resources/understanding-women-micro-entrepreneurs-use-of-mobile-phones-for-business/.