Alpha males only: Hollywood and the gender investment gap

Client: eToro

What do The Wolf of Wall Street and The Big Short have to do with the UK’s £678bn gender investment gap? More than you’d think. To tackle it, eToro and Lansons launched a bold, culture-led campaign exposing how male-skewed portrayals of finance on screen fuel real-world stereotypes. Backed by pioneering research and the Loud Investing movement, we turned awareness into action. With standout media cut-through, 225m+ reach, and a spike in female sign-ups, this was the start of lasting change.