Microloan Foundation

MicroLoan Foundation, a charity for female entrepreneurs, increased donations and its brand awareness among the British public by selling posters on the London Underground transport network.

Campaign details

Brand: Microloan FoundationClient: Microloan FoundationAgency: MullenLowe London

Summary

MicroLoan Foundation is a charity that lends money to some of the poorest women in Africa to help them set up their own small businesses. The charity was given 200 free poster sites on the London Underground as distress media. Instead of running an ad about MicroLoan, we sold the posters as advertising space to the people who would care the most: other female small business owners.

Responding to a mere tactical brief, planning repositioned the brand from being about poverty in Africa to being...

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