Oikocredit asked 3 small business creatives in Malawi to create its first national ad campaign for microcredit in the Netherlands. The essence of the social investor’s work is central in this: providing enterprising people with access to compatible financial services. 3 creative entrepreneurs from the poorest country in the world contributed to the campaign by showing Dutch audiences their interpretation of how microcredit fuels enterprise and economic independence.
Unique collaboration
The campaign components, which include a TV and radio commercial, were co-developed by Freda Chingwe, Innocent Kamula and Benji Abi 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 enterprise. 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”.
Marnix Tiggeloven — owner Fitzroy: “This is the most extraordinary campaign we have ever been a part of. Although Malawi is not the easiest country to navigate and hardly anything went according to plan, we were repeatedly surprised by the creativity and determination of the people”.