At the start of the COVID-19 pandemic, women lost 60 percent more jobs than men. They also took back the traditional role of caring for children and elderly family members with working mothers age 25-55 losing six times more work hours than fathers each week because of family responsibilities. With lock-down orders, stay-at-home measures and the brunt of child-rearing responsibilities, women who owned their own business were especially impacted. As a social purpose company and proud B-Corp, Coast Capital knew they needed to take action and support their members. Based on these critical insights, Coast Capital developed an impactful campaign to support and elevate women in and out of the workforce. Launched on International Women’s Day, the Keep Her on the Map campaign brought attention to the real challenges women are disproportionately faced with while driving real action by encouraging members and the general public to support the women in their lives, as well as local women-led small businesses. An integrated marketing and communications approach was taken to build credibility, raise awareness, and position Coast Capital as a thought leader and advocate on the real issues facing Canadian women today. Through activities across earned, owned, and paid channels, including media relations, influencer engagement, a dedicated campaign video, IGTV and editorial interviews with female business owners, a content hub for women in and out of the workforce, and amplification via owned social platforms, Coast Capital focused on one overarching message: it’s time for all of us to come together for women at work everywhere, so we can Keep Her on the Map. Learn more at https://www.coastcapitalsavings.com/keepheronthemap.