2022 / Cannes Lions / Gold / Brand Experience & Activation

2022 / Cannes Lions / Silver / Sustainable Development Goals

2022 / Cannes Lions / Bronze / Creative Business Transformation

2022 / Cannes Lions / Shortlist / Glass

2022 / Cannes Lions / Shortlist / Brand Experience & Activation x2

2022 / Cannes Lions / Shortlist / Sustainable Development Goals x2

2022 / Cannes Lions / Shortlist / Creative Business Transformation x2

2023 / Cannes Lions / Shortlist / Creative Effectiveness

2023 / Cannes Lions / Shortlist / Creative Commerce x2

Peru is one of the most macho mentally driven countries in the world.

Here, the lack of social development and education causes that most women don't have the same opportunities as men to succeed economically in life.

The result is that millions of Peruvian women are financially dependent on men.

In the Peruvian financial system, banks have as a risk policy that for married woman to access a loan, she needs their husband signature as a mandatory.

But if the husband doesn't want her to have economic independence, he simply refuses to sign, leaving the woman without any opportunity.

In a country with the highest numbers of violence against women, this situation, in many cases, causes that thousands of women are obligated to live totally controlled by men, in their own houses.

How could we give Peruvian women real economic independence?

That’s why Mibanco changed its risk policies to consider all married women in the country as single, eliminating the husband's signature from the mandatory requirements to access a loan.

We literally transformed the physical contract, deleting the space where the husband signature was.

So that when a woman receives it, she will know that she doesn't depend on anyone to access to her financial independence. She now only depends on herself.

With this brave move, Mibanco challenged the Peruvian banking system prioritizing the empowerment of women and their financial and social independence.

The Emancipation Loan was designed to be accessible to all women in the country, eliminating the signature of the husband from the mandatory requirements.

In this way, we physically erased the space for the husband's signature, from all the contracts.

Once the product was designed, the scale of this action was nationwide and the credit became a real accessible solution for any woman who requires it, anywhere in the country, in our more than 300 branches.

Each woman received personalized advice to ask for the credit, as well as training to be able to start a business and all the necessary support they needed.

Because in addition to the user experience, we believed that it must be sustainable for every woman, so that they can grow a business, earn their own money, fulfill their dreams and finally being financially independent.