Background

InLife, a Filipino financial institution, is proudly women-led. Women comprise 65% of its workforce, 67% of its senior management, 1/3 of its board of trustees, and is chaired by a woman – a company that clearly fosters TRUE women empowerment. We emphasize TRUE because while Filipinas have embraced an empowered mindset about beauty, self-worth, even equality, there’s a huge empowerment gap preventing them to be truly so – financial un-empowerment, leading to unempowered lives. Filipinas have been the financial gatekeepers of their families, but without proper knowledge of how to handle money, they make decisions with the mindset of just getting by. Recognizing its power to drive change, InLife sought out to TRULY empower 1 million Filipinas to achieve a lifetime for good by addressing this silent inequality that limits the future of Filipinas — and it starts with opening the eyes of Filipinas to this truth.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

The real deal on Filipinas’ financial literacy: • 6 out of 10 Filipinas manage their own money • Even in homes where men are breadwinners, 90% of women are financial gatekeepers, in charge of their families’ budget (mostly spent on basic needs) • Only 21% are able to include savings in their budget, with just 3% of their earnings going to savings – no flexibilities, cannot afford luxuries without incurring debt, and definitely not enough to cover future emergencies! • Only 30% are considered financially literate, resulting to financial insecurity of Filipinas and Filipino families. This is alarming! But with media and other movements convincing women that they’re already empowered, Filipinas miss the truth about the realities of this unspoken empowerment gap and how it affects their quality of life and future. Filipinas don’t need another campaign telling them that they’re empowered. They need a movement that helps them recognize the problem and shows them how to close the empowerment gap – by being financially literate so they can make informed financial decisions for themselves, their families, and their future. This is even more imperative with the pandemic causing quality of life to deteriorate for 57% of Filipinos in 2021.

Describe the creative idea

Filipinas are empowered in many ways, especially in their mindset and determination to build a good life for themselves and their families. But when it comes to making informed financial decisions, facts clearly show they’re far from being truly empowered. This is where InLife SHEROES comes IN – a movement that stands for financial empowerment and inclusivity. SHEROES fosters financial literacy and independence for Filipinas, so their empowered mindset is reflected in an empowered and unhindered quality of life. To get Filipinas IN on the movement, we started #InAko. “In Ako” meaning “I’m in”, while “inako” means taking responsibility. We challenged Filipinas to say #InAko; to join the movement and be more financially responsible. With Filipinas driving financial decisions in families, closing the empowerment gap means uplifting Filipino families and the society as a whole, ultimately building financial inclusivity for the nation – making Filipinas truly empowered SHEROES.

Describe the strategy

With all the complicated things that the busy Filipina needs to manage every day, how do we get her to listen and take a deeper look? We knew she was social, so we did away with the usual serious approach of presenting financial concepts, and made it – short, sweet, and REAL. • FEELINGS – we openly talked about their money struggles and triggers, and showed them that things can change • FACTS – we made Filipinas aware of the realities and risks they are facing as financial gatekeepers of their families • ANSWERS – we educated them on basic financial planning and solutions This isn’t a campaign, but a real movement. Otherwise, we won’t get more of HER to listen to us. Social awareness and conversations were driven by SHEROES Movement Drivers – Ambassadors, Moms, Single Moms, Entrepreneurs, Singles, Digital Artists, Financial Advisors, and every kind of ready-to-be-truly-empowered Filipina!

Describe the execution

The #InAko Movement was activated across top high-consideration social platforms in the Philippines – Facebook, Instagram Feed and Stories, YouTube – driven by relevant integrated initiatives: • HIGH IMPACT BIG BETS – SHEROES #InAko Live Event brought together women representing different advocacies (empowerment, health, business) and profiles (moms, wives, single moms, and singles) who talked about financial illiteracy realities and its everyday unempowering effects. The SHEROES #InAko Music Video amplified the Filipinas’ power to be IN control and INdependent in making their money grow. • ALWAYS-ON CONTENT – drove sustained conversations and snackable education • STRATEGIC MEDIA – reached the right audience, amplified awareness and conversation goals • PR PARTNERSHIPS – featured stories, goals, realizations of artists, moms, single moms, entrepreneurs, singles; and got more Filipinas to listen, speak up, and ask questions too • NATIONWIDE OUTREACH – jumpstarted real impact with personal financial education of Filipinas on-ground, beyond social

Describe the results / impact

InLife SHEROES #InAko amassed 13.6M engagements across social platforms, exceeding targets by 507.6%! 12M reach, 3M music video views, 323k livestream launch viewers with 8.6k comments showing high relevance of the issue we brought to light. Mothers, wives, yuppies, and entrepreneurs shared financial struggles, celebrities and KOLs spoke up, artists created digital art – Filipinas claimed “#InAko!”, embraced the movement, and recognized the need to close the empowerment gap; with the movement also supported by Cosmopolitan, CNN, The Asian Parent, When In Manila, etc. InLife achieved more than it aimed for in three months, with highest awareness (75%) among Filipinas who encountered the movement (2nd brand at 68%), and 86% interested to talk to an InLife Financial Advisor. InLife SHEROES has opened the eyes of Filipinas. Up next: informed financial planning for herself, her family, leading to financial independence and a financially inclusive nation. When SHE wins, the nation wins.