Campaign details

Brand: Microloan Foundation
Client: Microloan Foundation
Agency: MullenLowe London


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 a brand for female entrepreneurs wherever they were in the world. We raised £20,000 and helped almost 800 African businesswomen, as well as 82 UK female entrepreneurs.

The client