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Made with microcredit

Integrated campaign – Oikocredit

Challenge
Oikocredit is one of the largest financiers of microcredit worldwide. Over the past 40 years Oikocredit has been very successful for starting businesses in developing countries and for it’s investors. Yet few people in The Netherlands know the organisation. Oikocredit therefore has the ambition to double brand awareness and the number of investors in the next few years.

Insight
Financial products are complex and difficult to understand. To show how microcredit really empowers entrepreneurs in developing countries we need to give potential investors an insight into the complete process.

Idea
Made in Malawi: a campaign for microcredit, made with microcredit.
We asked three small business creatives from Malawi, the poorest country in the world, to create our advertising campaign. These entrepreneurs show the Dutch audience their interpretation of how microcredit fuels enterprise and economic independence.

The campaign components, including a TV and radio commercial, were co-developed by Freda, Innocent and Benji from Blantyre, Malawi. Financed by microcredit, they were able to buy a camera, laptop and other tools to produce the campaign.

Hann Verheijen – Director of Oikocredit Netherlands: “The result is amazing! The campaign uses beautiful imagery to illustrate what Oikocredit has been doing for the last forty years: believing and investing in small enterprises. Freda, Benji and Innocent have proven that they are as competent as any other business owners. All they need is access to the right financial resources”.


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