Home Credit Philippines’ creative “Home Credit is the Key: Back-to-School (BTS) Campaign” won the coveted Silver Anvil in the Marketing and Brand Communication sub-category of the Public Relations Programs category at the 59th Anvil Awards, which celebrated excellence.

Held on January 31, at the Marriott Grand Ballroom in Newport City, the awards ceremony—known as the ‘Oscars of Public Relations’ in the Philippines—drew attendees from businesses and organizations all around the nation.

Leading consumer credit company Home Credit addressed the difficulties moms in particular experienced during the back-to-school season. In order to manage the growing expenses of education and school supplies, the campaign sought to strengthen moms’ position as the main financial decision-makers and budget managers in their families.

Running from July 1 to September 30, 2023, the “Home Credit is the Key” campaign provided a backup for moms by offering affordable financing options. Home Credit introduced zero-interest payment plans, easing the financial burden on mothers striving to provide their children with the best education. Flexible payment plans were also made available, ensuring that the cost of education could be spread over manageable installments, thus alleviating financial strain.

“We understand the challenges that parents face during the back-to-school season. Our Back-toSchool Campaign aimed to provide not just financial assistance but also peace of mind to mothers who work tirelessly to ensure their children receive a quality education. Winning the Silver Anvil is a testament to the campaign’s impact and the recognition of our Public Relations efforts to support families in this crucial aspect of their lives,” said Ken Lerona, Head of PR, Home Credit Philippines.

The campaign also emphasized maintaining peace of mind for mothers by using Home Credit’s services, allowing them to preserve their savings as a safety net for emergencies or future investments.

The campaign strategically employed public relations and communication tactics to engage and empower its target audience, specifically mothers and their children. Home Credit Philippines collaborated with its agency-on-record, Dugenia, Marayan and Associates Company (DM&A Co.), to implement this compelling initiative.

A key aspect of the campaign’s success was the dissemination of impactful narratives to various media titles, partners, and bloggers. By pitching these powerful stories, the campaign effectively resonated with the intended audience, making their back-to-school shopping experience easier and lighter.

“Working with Home Credit Philippines on this campaign was a rewarding experience. We aimed to not only meet the challenges faced by parents but to exceed expectations in providing practical solutions. The Silver Anvil is a validation of the effectiveness and innovation embedded in our approach,” said Michael Dugenia, Managing Partner of DM&A Co.

Nearly 500 entries were submitted for the Anvil Awards, which are given out by the Public Relations Society of the Philippines (PRSP) from more than 100 organizations, including local government entities. New PR Programs categories, including Best Use of Digital, Best Use of Social Media, and Best PR-led Integrated Campaign, were featured at the 59th Anvil Awards.

The Back-to-School Campaign by Home Credit Philippines was one of the best entries, earning it the Silver Anvil and demonstrating the company’s unwavering dedication to providing exceptional community support.

Go to www.homecredit.ph, the official website of Home Credit Philippines, to learn more about the most recent developments. Additionally, you may follow its official profiles on Facebook, Instagram, and TikTok. To find out more about the most recent promotions and to view what’s new in the Marketplace, customers are also advised to download the My Home Credit App on Google Play.

The Bangko Sentral ng Pilipinas (BSP). and the Securities and Exchange Commission (SEC) have granted Home Credit Philippines the necessary licenses and supervision.

The Cebuana Lhuillier corporation, formerly known as Agencia Cebuana, has consistently offered convenience and comfort to Filipinos, particularly with regard to financial accessibility, since its founding in 1953. Over 70 years later, Cebuana Lhuillier is still well-known throughout the nation, having been the primary supplier of microfinancial services and had a significant impact on Filipino culture.

The organization has successfully changed the financial landscape and improved society access to financial products and services in various ways by running close to 3,500 branches around the country.

The organization has transcended conventional corporate limits throughout the years by deliberately positioning itself at the nexus of financial and social impact. A financial institution’s position has been altered as it adopts a multifarious mission that surpasses customary practices. Fundamentally, Cebuana Lhuillier views microfinance as a social purpose as opposed to a numbers-driven enterprise, helping Filipinos at every stage of their journey toward financial wellness.

Moreover, the company has also launched several[KJ5] corporate social responsibility (CSR) initiatives and specialized projects that uplift Filipinos, the company has shown its deepest intentions of helping Filipinos in the many facets of life. Aside from pushing financial wellness, Cebuana Lhuillier also advocates for education and champion sports development.

“We purposely continue to develop new products and services that we know will help uplift lives of Filipinos. We believe that our market is capable of making smart financial decisions if provided access to good products. Aside from that, we also champion education and sports as we believe that these are good tools for people to improve their lives”, says Jean Henri Lhuillier, Cebuana Lhuillier’s President and CEO.

A Proponent of Financial Wellness

According to statistics, the average C and D markets often undergo the different steps of financial wellness journey which starts from bridge financing to saving up, starting a business, getting insured, and learning how to invest. In its more than four decades of operations, Cebuana Lhuillier has evolved and introduced different products that cater to the needs of people in every step of their financial wellness journey.

The first one among these steps is bridge financing, which is something Cebuana Lhuillier has been long addressing through its pawning services. Aside from that, the company also offers loans, as well as money transfer products and services, to help Filipinos get funding that will get them through various scenarios.

The next step of financial wellness highlights the importance of saving up and a chance to safely store money. With this, the company launched the Micro Savings Account through Cebuana Lhuillier Bank, providing Filipinos an affordable and easy way to open an account and save money. Through this, Filipinos may open an account that doesn’t require a maintaining balance for as low as PHP 50 and with just one valid ID.

The next step is to open up a business, which is why Cebuana Lhuillier launched the KaNegosyo Center (KNC) which empowers MSMEs by helping them to start and grow their business. The company also offers Microbiz loans that can serve as capital for budding and existing business ventures.

For people with enough savings and for those who have their own business, there is an important need to be protected. This is where Cebuana Lhuillier Insurance Brokers (CLIB) and its products come in. The exceptional insurance products, such as ProtectMax which provides death benefits, accident or sickness emergency cash assistance, accidental dismemberment and/or disablement Benefit, among others for as low as PHP 50. Another remarkable offering is HealthMax[KJ6] , which has affordable offers that allows Filipinos between 15 and 65 years old to receive an annual maximum benefit of PHP 150,000 for emergency care and hospitalization in over 282 accredited hospitals nationwide.

The company also offers the Miners Protect for miners who were once considered uninsurable due to the risks that come with their job.

Lastly, Cebuana Lhuillier has also paved the way for affordable and valuable investment products that people can go for, especially for those who wish to attain a full circle moment in their financial wellness journey. The company has made it possible through the likes of Cebuana Lhuillier Jewelry, Cebuana Lhuillier Gold, and even through the Atram partnership through the KNC which enables people to invest in stocks for as low as PHP 50.

Through such offerings, Cebuana Lhuillier has demonstrated its unwavering commitment to financial inclusion.

An Advocate of Education

More than just being an established name in the financial space, Cebuana Lhuillier also highlights the importance of education in Filipino lives. Through the Cebuana Lhuillier Foundation Inc. (CLFI) and in partnership with the Department of Education (DepEd), the company opened almost 150 Alternative Learning System (ALS) Centers nationwide with the goal of helping out-of-school youth and adults to complete their education, thus becoming the foundation’s biggest project.

The foundation achieves its goal by holding classes, workshops, and even symposiums. Cebuana Lhuillier’s program also extends its support to ALS programs of different schools by providing buildings, classrooms, and halls through donations. [KJ7]

What sets the Cebuana Lhuillier ALS program apart is that it secures every facility with the latest equipment. The foundation is also hands-on when it comes to the reproduction of reviewers and modules that their students will need. This makes the students under the Cebuana Lhuillier ALS program better equipped.

Aside from that, Cebuana Lhuillier’s ALS program also provides incentives to teachers, so that they can stay motivated to provide the best education for their students.

Over the years, Cebuana Lhuillier has also empowered dedicated students through its scholarship programs.

A Champion of Sports Development

Cebuana Lhuillier and its President and CEO Jean Henri Lhuillier has been supporting sports for more than four decades already, as he started with basketball with successful teams in the Metropolitan Basketball Association, Philippine Basketball League, and the PBA D League. Cebuana Lhuillier and Jean Henri were also at the forefront of the gold medal winning teams from 2003 to 2007.

But it is in softball and tennis that JHL has made the most impact on, until now. They are behind the very successful Philippine softball and tennis programs in the country, focusing both on national team support and grassroots development.

In tennis, Jean Henri Lhuillier was also instrumental in bringing top tennis superstars such as Maria Sharapova, Serena Williams, Andy Murray, among others to the country in 2014 to 2015 as co-owner and team manager of the Manila/Philippine Mavericks. [KJ8]

Cebuana Lhuillier and Jean Henri Lhuillier have been supporting the country’s top players for several years such as Cecil Mamiit, Treat Huey, Eric Taimo, Ruben Gonzales, Katharina Lehnert, and Francis Casey Alcantara among others. They have also organized close to 2000 age group tournaments all over the country for the past two decades. Until now, they are continuing this with Jean Henri as the president of the Unified Tennis Philippines (UTP).

As the eminent president of the Amateur Softball Association of the Philippines (ASAPHIL), Jean Henri and Cebuana Lhuillier have played a pivotal role in guaranteeing triumph in the global softball contests for both the RP Blu Girls and RP Blu Boys. In the last ten years, both teams have placed third on many occasions in Asian softball tournaments and won over ten gold medals in sea games. Their most successful year to date was 2023, when four teams qualified for and participated in the world cup. The Blu Girls and Blu Boys, ranked 14th overall in the World Baseball Softball Confederation (WBSC) standings, were the highest-ranked Philippine sports teams in the world.

Growing to Be a Recurrent Part of Filipino Life

With its goal of improving the lives of Filipinos, Cebuana Lhuillier solidifies its place at the forefront of businesses who have made a commitment to changing the game. The organization commits to pursuing its goal of inspiring good change by offering a wide range of services, products, education programs, and sports initiatives that are matched with unshakable dedication.

baka almost four decades lang since Cebuana started in 1987 [KJ1]

mention agencia cebuana [KJ2]

financial access [KJ3]

financial wellness [KJ4]

Moreover… [KJ5]

basta emphasize na iba yung CSR initiatives kaysa sa company mission

provide descirptions for each offer [KJ6]

add miners protect for previously uninsured miners

add incentives to teachers for them to stay motivated and give their best for their students [KJ7]

mauna to [KJ8]

Cebuana Lhuillier and Jean Henri Lhuillier remain dedicated to improving the quality of life for Filipinos by means of their significant educational endeavors. These programs, which place a strong emphasis on education, are a revolutionary step toward a better and more educated future for the Philippines.

Cebuana Lhuillier Foundation Inc. (CLFI), through its corporate social responsibility arm, spearheads the effort with its Nationwide Scholarship Program, offering financial assistance to students who are academically outstanding but have limited resources. In addition to the yearly scholarship award, the program gives participants access to extra learning materials and learning events, as well as job prospects in PJ Lhuillier Inc. (PJLI), the parent business of Cebuana Lhuillier. Working with 14 universities around the nation, about 1,000 graduate scholars have been produced so far. In addition to providing opportunities for the scholars, this has a cascading effect as they use education to raise the status of others.

Another of its initiatives is the Alternative Learning Program, which addresses the needs of out-of-school youth and adult learners across the Philippines. These ALS community learning centers (ALS-CLCs) empower individuals to complete basic education, transforming them into competent and productive members of society. Since it was established in 2013, 155 ALS-CLCs have been built across 70 provinces, reaching almost 60,000 ALS learners.

“I have always been a staunch advocate for education. At Cebuana Lhuillier, it is our firm belief that the journey of learning holds the key to transformative change, shaping destinies and creating a profound impact on individuals. Through our initiatives and programs, we strive to improve lives and contribute to the growth of a country built on the foundations of knowledge and empowerment,” said Jean Henri Lhuillier, President and CEO of Cebuana Lhuillier.

A shining example of success is Atty. Pia Faustino, a Ka-Cebuana who has been with the company for over 20 years now. Faustino was a CLFI scholar during her undergraduate years. Upon completing her degree, she received a job offer as the Administrative Assistant in the Legal Services Group (LSG) of PJLI. It was within this role that she discovered her passion for law, and with the unwavering support of her colleagues and bosses, she decided to pursue further studies.

Embracing the challenge, Faustino embarked on her remarkable journey through law school and in 2023, her dedication and hard work culminated in passing the Bar, earning her esteemed title of a lawyer.

“I’m very grateful to the Lhuillier family and all LSG Group Heads. Everyone has been so supportive, even my colleagues. Just last year, I passed the bar. Law school was not a walk in the park, I had my ups and downs, but I was determined to finish it and to pass the bar. Now, just fresh from passing the bar, I still crave learning and opportunities. I hope and pray to become a good lawyer,” said Faustino.

The journey of Faustino from scholarship recipient to successful lawyer is a prime example of the transforming power of educational support and the growth prospects offered by Cebuana Lhuillier and Jean Henri Lhuillier.

Beyond the programs themselves, Cebuana and Jean Henri Lhuillier’s aim for educational empowerment is reflected in their continued leadership of significant initiatives. It is evident in the lives it has transformed, the communities it has strengthened, and the hope it holds for the Filipino people’s future.

Manulife today launched a new multi-year collaboration with UpLink, the open innovation platform of the World Economic Forum (WEF), aimed at influencing longevity innovation investment and future directions. The biennial Manulife-powered Global Longevity Innovation Challenges, organized by UpLink, will be part of the three-year agreement. Manulife will additionally back WEF’s wider initiatives aimed at tackling the financial and demographic issues associated with the world’s ageing population in order to assist more people live longer, healthier lives.

“Around the world, people are living longer, but not necessarily healthier,” said Roy Gori, President and CEO of Manulife. “One-fifth of an individual’s life, on average, is now expected to be lived with morbidity or in a state of illness. Solving this longevity crisis will require a comprehensive approach to promoting healthier lifestyles, addressing socio-economic inequalities, and investing in new research and technologies. By working across sectors and with partners like the World Economic Forum, we can focus on driving the longevity economy for the future of society’s health and well-being.”

The UpLink challenges, driven by Manulife, will foster an ecosystem of entrepreneurs that can expedite longevity solutions centered around well-being, health, and finances. Significantly, the program will be implemented at Manulife’s worldwide headquarters in Asia, the United States, and Canada as the business strives to use place-based solutions to promote global transformation.

“This collaboration will drive innovation in the retirement ecosystem, offering financial solutions and policy recommendations for a resilient, equitable, and sustainable extended life,” said Olivier Schwab, Managing Director, World Economic Forum. “By combining Manulife’s expertise, UpLink’s commitment to elevating early-stage impact entrepreneurs, and the work of the Forum’s Centre for Financial and Monetary Systems, this initiative will play a pivotal role in promoting healthy aging and enhanced living standards throughout the world.”

With the goal of promoting nature-based solutions to climate change in two important areas, Manulife and WEF’s UpLink will collaborate to host innovation challenges in 2023, which will be built upon by this multi-year commitment.

While the second revealed innovations meant to strengthen the link between planetary and human health, the first concentrated on finding novel solutions throughout the whole sustainable forestry value chain. The challenge winners included 21 ecopreneurial start-ups offering creative and scalable models for sustainable forest management, among others, here is further information on the program.

Learn more about Manulife Philippines by visiting their website manulife.com.ph and following them on Facebook (facebook.com/ManulifePH), Twitter (@ManulifePH), and Instagram (@manulifeph).