How to change the corporate culture of a big, old company? How to make people aware that gender balance is a performance driver? How to bring people from non awareness to awareness, then interest, then action? In this presentation to EuroComm 2013 I have shared how a few colleagues and I have built a community for women - from the bottom up. Conveying disruptive ideas to the very top of my organization through a social community has been a very fruitful experience, with a huge impact at collective and individual levels. It has also provided very interesting learning that I am now putting in practice at work to create value for the company.