Women in Business Month was developed as a strategic narrative initiative to amplify women’s voices across EU Business School without altering the institution’s core activity.

The strategy was deliberately simple: everything the school already did would continue as usual: speakers, alumni events, classroom sessions, experiential weeks and editorial content, but all with one decisive shift. For the month of March, women would occupy every visible speaker or guest role. The point was not to create a separate program, but to demonstrate, through consistency and repetition, that women already do business at every level.

The campaign was grounded in institutional reality. With a 70–80% female staff and leadership base, the narrative aligned internal culture with external visibility, allowing the school to speak from fact rather than aspiration. Alumni, faculty, students and partners were activated as participants, turning the campaign into a shared platform rather than a message.

The impact was immediate and measurable. On LinkedIn, the campaign generated sustained, above-baseline engagement throughout the month, with participation and sharing more than doubling compared to typical institutional content.

Conceived as an annual initiative, the campaign was refined in subsequent years to balance emphasis while preserving its core narrative logic.