July 13, 1965: the law that changed French women lives
For banks and women alike, the law of 13 July 1965 is decisive. A married woman can open a bank account in her own name and work without her husband’s consent. She becomes, in the same way as a single woman or a widow, a client like any other at the bank.
Until then, married women had to present a “marital authorization” to open an account or sign an employment contract, even though a third of them had a professional activity.
Single or widowed women, on the other hand, enjoyed the same autonomy as male clients.
From 1 February 1966:
Applications to open an account by married women no longer have to be justified on the basis of their marital status or to obtain marital authorisation.
From then on, banks deployed a whole arsenal of communication tools to seduce women, who gradually gained financial independence.
The commercial potential was significant: in 1965, a pivotal year for the development of women’s banking in France, they represented more than half of the French population following the arrival on the job market of new generations of young women born between 1942 and 1955.
40% of them worked, but only 45% held a checking account, which was in fact a joint account with their spouse, as they did not make effective use of it.
Charming offensive towards women who count
The banks did not wait for the 1965 law to focus on women, who represent an extremely promising market for her.
As early as 1955, BNCI launched unprecedented campaigns throughout France, addressing the “modern woman” directly.
The “modern woman” must be made aware that the bank supports her in all her financial and banking efforts to facilitate her management of the family budget.
(2IMP3/7)
Dedicated educational materials “Women and the Bank” were created in the 1960s to contribute to women’s financial education.
…to the conquest of the woman who counts
Women’s participation in economic life has become more important: by the end of the 1960s. One woman in three is in employment.
The Banque Nationale de Paris (BNP) does not miss this news and makes it an objective: to know the female clientele well and to meet or exceed its expectations.The Banque Nationale de Paris (BNP) does not miss this news and makes it an objective: to know the female clientele well and to meet or exceed its expectations.
By posters, brochures, advertising pages in women’s magazines, women are invited to open an account, to put their jewelry in the bank’s safe deposit boxes, to slip a cheque book into their handbag, and even to take out a loan.
Also read: “The services of the BNP at your service: married woman’s account”
“La B.N.P. et les femmes”, the magazine that talks to women
On 15 May 1968 the major campaign “La BNP et les femmes” was launched.
The information magazine for women is distributed in all the agencies, placed on the bank counters and in the information fairs.
A wide-ranging campaign to promote this magazine has been launched and advertising material is proliferating: periodical press, radio waves, postal campaigns, videos and round tables.
The advertising campaign “I’m the one who counts”
In 1978, the BNP launched an advertising campaign aimed at women and dedicated them to one of the slogans of its image campaign: “BNP… a bank where women count”.
BNP posters displayed as part of the “It’s me who counts” advertising campaign in 1978:
Also look at the bus shelter panel in France, with the advertising poster “I’m the one who counts”
The BNP, through its various advertising campaigns over the decades, focuses on the image of a bank that is close to people, especially women.
Extract from the commercial film “The Cheque Account”
Date: 1975
(Historical archives of BNP Paribas)
Read the transcript
Asseyez-vous Madame Laplace.
Je réfléchis et je voudrais ouvrir un compte, un compte chèque.
Tout le monde peut ouvrir un compte chèque à la BNP. Il n’est pas besoin d’avoir de gros revenus. Il n’est pas besoin non plus d’être un homme. Toute femme en effet, célibataire ou mariée peut ouvrir un compte chèque BNP personnel et profiter ainsi du fruit de son travail et de ses économies.
BNP is there to make life easier for those who keep the house on budget: “My BNP handles my gas and electricity bills” or “Take care of the move, we will handle the paperwork”, are some of the slogans one can read on street signs in 1981.
A new communication will emerge from the 1990s when women become more and more graduates, heads of services and even businesses.
Banks will question women’s bank financial expectations… but this is another story.
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