Foundation 500

“We wanted to challenge the Fortune 500-list”

H&M Foundation is a non-profit organization that invests in women’s economic empowerment by equipping women in poor communities with the tools they need to start, develop and grow their own businesses. Since 2014 the program has turned 100 000 women into business leaders. H&M Foundation wanted to communicate the outcome of their program through earned media.

Changing the idea of who is an entrepreneur

Most lists of “top business leaders” have one thing in common—lots of white male faces. Challenging the famous Fortune 500-list, we created Foundation 500. A list of 500 successful female business leaders from emerging markets, challenging the gender stereotype of who is considered an entrepreneur.