The #HerMoneyHerPower campaign is a groundbreaking initiative championing women’s economic power in Nigeria, born from a unique partnership between The She Tank and BellaNaija.
Led by Blessing Omakwu, a prominent gender equality advocate, The She Tank is a think tank dedicated to advancing gender equality for women of African descent. Teaming up with BellaNaija—a media powerhouse with over 11 million followers—this campaign seeks to leverage the power of storytelling, popular culture, and media to drive change. Together, they’ve set the stage for a national conversation on why economic power for women is not just beneficial but essential to achieving gender equality and reducing poverty.
A significant part of the campaign is about reframing what it means for Nigerian women to be economically powerful, ensuring that beyond earning money, they have the authority to make decisions about that money. This subtle yet powerful shift is the core of #HerMoneyHerPower, addressing issues such as workplace discrimination, asset ownership, and caregiving burdens that often restrict women’s economic agency.
This isn’t just about “economic empowerment” in the sense of access but about achieving real “economic power” in the sense of having agency and autonomy. While empowerment focuses on giving women opportunities, economic power is about women having a genuine say and control over their financial lives and futures.
To bring this idea home, the campaign highlights the obstacles many Nigerian women face today. For example, while Nigeria has made progress in recent years—rising to 49th on the Economic Participation and Opportunity index out of 146 countries—women still face large gaps in wage equality, access to senior roles, and barriers to owning assets. Unpaid caregiving remains a significant challenge, with women performing hours of invisible labour in the home, which reduces their time and opportunities to pursue paid work.
Cultural expectations also affect women’s financial autonomy, with societal norms often assigning them specific roles within households that limit their economic freedom. These societal norms need to evolve if women are to gain real economic power.
#HerMoneyHerPower doesn’t just focus on identifying these barriers but also advocates for change at multiple levels. The campaign’s digital content has been designed to engage Nigerian audiences in thinking differently about women’s roles in the economy. The campaign is also working with influencers, researchers, and community voices to support a “gender norms learning agenda.”
Through partnerships with polling and research firms, the initiative aims to gather data on how media and entertainment can shift gender norms in the short term, with the long-term goal of impacting national attitudes toward women’s roles in the economy. The campaign’s goals are multi-faceted and ambitious. First, it aimed to set the agenda on women’s economic power by driving wide engagement across media channels and sparking high levels of conversation on social media. Success will be measured by the number of people reached, engagement rates on digital content, and media coverage. Beyond numbers, the campaign aims to influence mindsets—changing how Nigerian society views women’s economic contributions and value.
Another key element of the campaign is champion-building. The goal is to build credible voices for change, people who embody the campaign’s message and inspire others to recognize the importance of economic power for women.
The campaign also addresses Nigeria’s cultural landscape, which is rich and diverse, each with its own beliefs and practices. While the campaign respects this diversity, it also seeks to address the prevailing patriarchal norms that often limit women’s freedom and financial autonomy.
The She Tank and BellaNaija acknowledge that some people see gender equality as conflicting with Nigerian culture. However, as Nigerian author Chimamanda Ngozi Adichie has noted, “Culture does not make people; people make culture.” The campaign builds on this philosophy, aiming to inspire Nigerians to redefine cultural norms in ways that fully recognise women’s humanity and potential.
For Nigerian women, achieving economic power has benefits that extend far beyond individual gains. Research consistently shows that when women control income, the entire household benefits. For example, women are more likely to invest in their children’s health, education, and overall well-being, creating a ripple effect that supports community stability. Studies also reveal that promoting women’s financial inclusion could add $1.1 trillion to the global economy by 2030, with a significant boost to Nigeria’s GDP. Women’s economic participation in areas like agriculture, small businesses, and leadership can drive economic growth, food security, and overall national resilience.
#HerMoneyHerPower advocates that economic power for Nigerian women isn’t just a women’s issue—it’s a national development issue. Through this campaign, The She Tank and BellaNaija aim to inspire a Nigeria where all women have access, voice, and choice in economic matters, leading to stronger families, healthier communities, and a more prosperous nation.
