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...