Glass: The Lion For Change > Glass: The Lion for Change

DATA TIENDA

DDB MEXICO, Mexico City / WECAPITAL / 2022

Awards:

Grand Prix Cannes Lions
CampaignCampaign(opens in a new tab)
Video
Image

Overview

Credits

Overview

Background

BRAND VALUES:

WeCapital is a Mexican financial institution that seeks to include women in the financial sector and create opportunities so that more women have the chance to study and get involved to get ahead.

BRIEF:

WeCapital, which works to promote the financial inclusion of low-income women in Mexico, asked us to find a way to help millions of them access microcredit.

GOALS

• Financial inclusion of over 83% of Mexican women.

•Rebuild the credit histories of more than 35 million low-income women.

•Increase the visibility of gender equality in Mexico.

•Promote entrepreneurship and job creation.

•Strive for economic autonomy and empowerment for thousands of women.

•Support the task of bankarization of the financial sector and government.

•Reduce the financial sector’s margin of risk in the most vulnerable sectors.

Describe the cultural / social / political climate and the significance of the work within this context

Mexico is one of the 20 worst countries for women according to Forbes. High rates of violence, poverty, and gender inequality make the country an increasingly hostile place for women.

According to El Economista, more than 24 million Mexican women live in poverty, and as if that were not enough, they cannot study or start a business because they do not have access to bank loans. According to Forbes, 83% of them have no credit history, so their loan applications are rejected.

Data tienda collects information about unbanked women by analyzing their payment behavior in a small neighborhood business. In this way, it opens up the possibility for more than 35 million women who are invisible to the financial system to have a credit history and thus access bank loans that enable them to become entrepreneurs and achieve financial inclusion, economic autonomy, and empowerment.

Describe the creative idea

Millions of low-income women in Mexico are unable to become entrepreneurs because they do not have access to bank credit. Paradoxically, they are women who have received loans from neighborhood stores all their lives, so, they have a long credit history. Just that these credits don't appear in the financial information centers, but it does in the accounting records of millions of shopkeepers throughout the country.

IDEA:

We collect information from small neighborhood businesses on the payment behavior of millions of low-income women to build a credit history that guarantees their access to the financial sector and enables them to obtain microcredits and achieve financial inclusion, economic autonomy, and empowerment.

Describe the strategy

Millions of low-income women in Mexico are unable to become entrepreneurs because they do not have access to bank credit. According to the National Banking and Securities Commission, 83% have no “credit history,” so their loan applications are rejected.

The irony is that the vast majority of women in Mexico and Latin America ensure the survival of their families with loans in small neighborhood stores. They received loans things almost daily for their family’s livelihood and commit to paying them on time and at the end of the week, fortnight, or month, so they have a long credit history.

Our strategy is to restore this credit history so that more than 35 million women, previously invisible to the banking sector, can achieve financial inclusion and economic independence.

Describe the execution

01/2021: Implementation of datatienda.mx platform; five months of development and testing to enable proper automation of data.

08/2021: Communication campaign based on loudspeaker strategies in the lower social classes of Mexico City.

10/2021: The first 1,000 records are collected on the platform, and the first credit histories are recovered with them.

12/2021: More than one hundred women receive the first microcredits for their businesses.

02/2022: The communication campaign is repeated in major cities such as, Puebla, Guadalajara, Morelia, and Monterrey.

02/2022: datatienda.mx recovers more than 10,300 credit histories the data of more than 50 thousand businesses from all parts of the country.

05/2022: 23% of women on the platform (more than 2,300 women) receive microcredits for their businesses ranging from $2,000 to $20,000 Mexican pesos.

Describe the results / impact

•Since the platforms launch, more than 10,300 women have registered to build their credit history.

•More than 2,300 women have received microloans for their businesses and study plans.

•With Data Tienda, we were able to obtain data from more than 50,000 business owners across the country to financially include thousands of low-income women.

•We restored the economic autonomy and empowerment of thousands of women.

•We have made visible gender inequality in Mexico.

•We have promoted entrepreneurship and job creation in the country.

•We have supported the efforts of the financial sector and the government to make the country’s banking sector more bankable.

•We have reduced the financial sector’s risk margin in popular sectors.

More Entries from Glass in Glass: The Lion For Change

24 items

Grand Prix Cannes Lions
DATA TIENDA

Glass

DATA TIENDA

WECAPITAL, DDB MEXICO

(opens in a new tab)

More Entries from DDB MEXICO

24 items

Grand Prix Cannes Lions
DATA TIENDA

Glass

DATA TIENDA

WECAPITAL, DDB MEXICO

(opens in a new tab)