现在着名的“无所畏惧的女孩”雕像 - 一位挑衅女学生的古铜色雕塑，她的手在她的臀部和脸上的痛苦的表情，盯着华尔街的标志性的衡量公牛雕塑 - 从一个极度不太可能的地方出现。更兴趣的是她的病毒性甚至更具更多的兴趣。
“无所畏惧的女孩”的国家Global Advisors, a normally conservative asset manager that conceived of the statue to call attention to its campaign urging more than 3,500 public companies to increase the number of women on their corporate boards. Of course, there’s a marketing component: The statue’s installation also marked the first anniversary of SSGA’s ETF composed of companies that have strong female representation in their senior leadership and on their boards, which trades under the ticker symbol SHE. It is meant to capitalize on research showing that gender-diverse companies outperform their more male-dominated peers. (A portion of the ETF’s revenues are channeled into a donor-advised fund that supports science, technology, engineering, and math education, as well as other educational efforts, for girls in kindergarten through high school.)
对雕像的直接全球反应感到惊讶，即使是人背后的人也会感到惊讶。结果是经过精心策划的社交媒体活动的结果，证明比SSGA更成功。
Lisa Natalicchio，全球数字内容和SSSGA战略负责人表示，该公司本身只使用Twitter和LinkedIn来获取关于该活动的信息。SSGA对这些平台感到更加舒适，并与每个平台建立了受众。但该公司希望人们在包括Facebook，Instagram和Snapchat在内的其他平台上分享“无畏女孩”的照片。并分享他们做到了。
“我们认为”无所畏惧的女孩“可以去病毒，想到我们需要做些什么来使星星对齐，”纳塔利奇奥说。
她相信“无所畏惧的女孩”部分起飞，因为公司真正关注有关问题 - 上市公司性别多样性的价值 - 比任何一个SSGA产品更广泛。在社交媒体上分享“无所畏惧的女孩”的名人中，是Arianna Huffington，切尔西克林顿和杰西卡卡斯坦。SSGA的公共关系负责人安妮称，该公司的工作已经完成。“现在是在Zeitgeist中，”她说雕像。
That’s partly down to clever timing. Advertising agency McCann New York and SSGA delivered the statue in the middle of the night, so pedestrians would be greeted with “Fearless Girl” on March 7, a day before International Women’s Day on Wednesday. The relevant hashtag, #FearlessGirl, was used to link the two on social media.
“我们需要一些感觉真实的东西让我们谈论，”Natalicchio说。“然后我们为社交制作了它，询问边界是什么，我们可以提供哪些内容，以便人们可以分享，转发，喜欢或喜爱。老实说，我们也走到了舒适区之外。“
SSGA还必须确保其自己的信息是证券交易委员会和芬兰法规的范围内。因此，SSGA对她在竞选活动中非常讨论。
“无所畏惧的女孩”也吸引了一个虔诚的粉丝基地，现在要求纽约市长比尔德布拉斯授予该市的永久居住地位。SSGA最初有一个星期的许可证，将雕像放在公牛对面，也许是与华尔街最相关的图像。The permit has since been extended to the end of March, but many want “Fearless Girl” to stick around much longer: A Change.org petition to allow the work to permanently reside in downtown Manhattan’s Bowling Green Park had garnered more than 22,000 signatures as of March 17.
SSGA全球股权测试解决方案的首席投资官Lynn Blake表示，该公司对请愿书“有希望”，强调这是一个独立于SSGA的努力。
SSGA could have put “Fearless Girl” anywhere in New York, but having her face down the charging bull was not accidental. “He’s masculine. It’s an intimidating symbol. And the location is associated with men,” Blake says.
Blake最喜欢的图像之一是一群小学生女孩的照片与“无畏的女孩”在完全相同的立场上摆姿势。
“Fearless Girl” has been a huge success for SSGA. But like any high-profile campaign, it has attracted some negative attention. A man in a suit was photographed thrusting his hips into the statue, a picture that also went viral on social media. Blake says, “That’s why ‘Fearless Girl’ is where she needs to be: Wall Street, known for its bias. That type of misogynistic behavior needs to be broken.”