Secret Locations in Cape Cod and Islands
Athena
A lack of financial literacy in undergraduates impacts their financial stability after graduation. While well-versed in liberal arts or science, non-business majors lack the essential financial knowledge needed as they enter the workforce. Resources need to be easily accessible to learn about expense management, investing, taxes, paying off student loans, and negotiating salary. They should be able to apply these financial skills to achieve financial independence. Research has proven that universities have higher enrollment by women, who may have less interest and/or understanding in finance compared to men.
By implementing targeted financial literacy programs, integrating personal finance education into college curriculum, and providing resources for practical application, women will be better equipped to navigate their financial futures. They will graduate college with adequate financial knowledge and skills that will enable them to achieve financial success.
Topic
Financial Literacy
Audience
Women in College
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Category
Advertising
Campaign​
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Softwares Used
InDesign, Photoshop,
Illustrator, Figma,​
After Effects
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Stationery Suite

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Financial Planner



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Poster Advertisements


Poster Mockup

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Card Game










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Instagram Advertising






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Athena.org


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Animating the S&P 500


Athena is the Greek goddess of wisdom and war, who embodies strategy, rationality, and tactics. We encourage undergraduate women to become an Athena with personal finance, and build their shield of financial protection as they navigate life's challenges.

model: Lilly Rose Depp
Behind the Scenes
The campaign's creation process consisted of three phases: research, branding, and implementation. The following are slides pulled from the final pitch, selected for relevant context and research.






A competitor organization includes Dow Janes, who also provide financial literacy courses and coaching targeted towards women. Athena targets undergraduate women, aiming to address the root problem rather than cleaning up an already-developed mess.
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