MicroLoan Foundation: A revolutionary idea powered by Women 4 Women

This case study describes a campaign from the Microloan Foundation, a charity that gives small loans to women in Africa, which used free media space on the London Underground to sell space to small businesses run by women.

MicroLoan Foundation: A revolutionary idea powered by Women 4 Women

What was the strategic communications challenge? 

MicroLoan Foundation is a small UK-based microfinance charity that gives small business loans to women in Africa with the aim to alleviate poverty via female empowerment. In the highly competitive Charity Donation category that was producing ever increasingly emotional and provocative work, we decided to focus our creative energy on the seemingly boring part – the transaction. While others were concentrating on empathy, we decided to re-imagine the donation mechanic.

The charity was given free, static, media space in the London Underground. While this...

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