PAPER PRESENTED AT CONGRESO INTERNACIONAL COMUNICACIÓN Y PENSAMIENTO. Speaker: Susana Martínez Rodríguez.
Abstract: In 1969 Banco Bilbao published a new magazine, Diana, targeted to women with the usual sections of a female product and with a feature that makes it unique and pioneering. It was a product that formed part of an advertising campaign to attract female customers. And it unintentionally became a pioneering publication in financial education for women. The main objective guiding this research is to analyze how contemporary financial institutions support female financial literacy. In addition, the study aims to systematize the strategy with which Diana built a model of financial education and communication from a gender perspective. The value and originality of this research lie in demonstrating, with a historical case study, strategies to overcome the gender gap in access to financial products, a social challenge present in much of the world.