About Us.


The Female Lead is an educational charity dedicated to making women’s stories more visible and offering alternative role models to those ever-present in popular culture. Founded by data pioneer and entrepreneur Edwina Dunn, the project highlights the breadth of female achievement in order to offer inspiration for future generations.

The Female Lead creates a variety of spaces to present these stories including a book of 60 amazing women from around the world (launching in February 2017), an online and social media presence, and an outreach programme for girls in schools, celebrating female role models who shape the world.

The 5 key messages we want to share are


Edwina Dunn.

The Female Lead was founded by Edwina Dunn as a non-profit initiative. Edwina is a data science entrepreneur who has always been fascinated by people’s stories and motivations. As the co-founder of worldwide loyalty programmes like Tesco’s Clubcard, Edwina knows first-hand what it feels like to work in a male-dominated industry, and how women’s lack of confidence so often holds them back.

Edwina created The Female Lead to be a platform that celebrates women’s stories, and showcases the lesser-known successes of women, in order to support and encourage the next generation.

Reasons Why...

Despite huge advances, gender inequality remains a fact throughout the world affecting social, political and economic life. Women are paid less, underrepresented in government and media, and often still financially dependent on men. This impacts the economic output of the United Kingdom and by better harnessing women’s skills the social and economic benefits would be huge.

Research shows that an absence of accessible, inspirational role models is a barrier to developing successful, ambitious women.

And we know from our work in schools that young women today truly feel that there is a lack of diverse women to look up to in popular culture.

The Female Lead was established to provide alternative and accessible role models for girls. By telling stories of women from all backgrounds and careers, we aim to show girls all the ways in which they can find success and fulfilment.

Campaign Goals.

  • Creating places to celebrate female ability, achievement, endeavour and diversity.
  • To represent the breadth of women’s achievement.
  • To show the importance of female ambition as a powerful and critical force.
  • Encourage young women to find their ambition and fulfil their potential.
  • To tell a new set of positive women’s stories in order to drive real change.

Our Friends.