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Home Credit Philippine back-to-school campaign wins Silver Award at 59th Anvil Awards

In celebration of excellence at the 59th Anvil Awards, Home Credit Philippines' innovative “Home Credit is the Key: Back to School (BTS) Campaign” received the prestigious Silver Anvil Award in the Marketing and Brand Communications sub-category under Public. Relationship Program Category.

Known as the “Oscars of Public Relations” in the Philippines, the awards ceremony was held on January 31 at the Marriott Grand Ballroom in Newport City, attracting representatives from companies and institutions across the country.

Home Credit is a leading consumer finance company dedicated to solving the challenges faced by parents, especially moms, during the back-to-school season. The campaign aims to empower mothers to be the primary financial decision-makers and budget planners in their families to combat the rising costs of education and school supplies.

The “Home Credit is the Key” campaign runs from July 1 to September 30, 2023, supporting mothers by providing affordable financing options. Home Credit has launched a zero-interest payment plan to ease the financial burden on mothers who strive to provide the best education to their children. Flexible payment plans are also available to ensure that education costs can be spread over manageable installments, thereby alleviating financial stress.

“We understand the challenges parents face during the back-to-school season. Our back-to-school campaign is designed not only to provide financial assistance, but also to provide peace of mind to mothers who work tirelessly to ensure their children receive a quality education. Earning the Silver Anvil Award proves This is a testament to the impact of the campaign and recognition of our public relations efforts to support families in this important aspect of family life,” said Ken Lerona, head of public relations for Home Credit Philippines.

The campaign also emphasizes giving mothers peace of mind through the use of Home Credit services, allowing them to retain their savings as a safety net for emergencies or future investments.

The campaign strategically used public relations and communication strategies to engage and empower its target audience, specifically mothers and their children. Home Credit Philippines Inc. implemented this high-profile initiative in partnership with its filing agency, Dugenia, Marayan and Associates Company (DM&A Co.).

A key aspect of a successful campaign is communicating an impactful narrative to a variety of media outlets, partners, and bloggers. By telling these powerful stories, the campaign effectively resonated with its target audience, making their back-to-school shopping experience easier and less stressful.

“Working with Home Credit Philippines on this campaign has been a rewarding experience. Our goal is not only to address the challenges faced by parents, but to exceed expectations and provide practical solutions. Silver Anvil validates the effectiveness and innovativeness of our approach .” said Michael Dugenia, managing partner of DM&A Co.

The Anvil Awards, presented by the Public Relations Society of the Philippines (PRSP), received nearly 500 entries from more than 100 companies and institutions, including local government units. The 59th Anvil Awards showcased new categories under PR such as Best Digital Application, Best Social Media Application and Best PR-led Integrated Campaign.

Home Credit Philippines’ back-to-school campaign was selected among numerous entries to receive the Silver Anvil Award and reinforces its commitment to excellence in community support.

For the latest updates from Home Credit Philippines, please visit its official website at

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