Project Overview

MGF supported 2X Global to strengthen the positioning and value proposition of the 2X Challenge, the world’s leading gender lens investing initiative. Through market research and consultations with investors and investees, MGF identified the motivations, proof points, and messages most likely to resonate with different audiences and translated these insights into a cohesive messaging strategy tailored across investee types.

Building on this research, MGF developed a suite of audience-specific communications tools to help participating investors articulate the business case for 2X qualification and engage prospective investees. These included a global messaging framework, tailored materials by investee type, and investee spotlights showcasing how companies, funds, and financial institutions have used 2X qualification to strengthen their market positioning, access capital and commercial opportunities, and advance gender-smart practices.

Our Work

• Market & Audience Research. Conducted targeted research and consultations with investors and investees to understand audience priorities, test messaging, and identify the strongest value drivers for 2X participation.
• Value Proposition & Messaging Strategy. Developed a core narrative and value proposition for the 2X Challenge and adapted it for different investor segments and  investee types.
• Audience-Tailored Communications. Translated the strategy into practical investor-facing materials, including a global messaging guide and slide deck, tailored decks by investee type, and concise value proposition materials designed to support investor-investee engagement.
• Investee Spotlights & Storytelling. Developed a portfolio of investee spotlights illustrating different pathways to 2X qualification and demonstrating its value through real-world examples and investee experiences.