ABOUT

Transforming traditional Santa Photo Booths into a lesson in equal opportunity.

PROBLEM:
Christmas, the year’s most anticipated season by children around the world, is dominated by one man: Santa Claus. While he’s married to Mrs. Claus, she’s always been stereotyped as a woman from centuries past.

SOLUTION :
BHD León, a bank that promotes financial empowerment for women, transformed traditional Santa Claus photo booths, using an unexpected character instead: Mrs. Claus.

While Santa typically just listens to wish lists, Mrs. Claus spoke out to children about
gender equality. She also shared educational materials designed to teach parents about gender-neutral toys.

RESULTS:
Thousands of families around the Dominican Republic got their picture taken.
BHD León brought Christmas into the 21st century.