BrandPlay, the country’s fastest-growing Integrated Marketing Communications agency specializing in brand and corporate reputation campaigns, announces its latest campaign, “MIIE: Maximize your Income, Increase your Earnings.” This campaign addresses the country’s persistent financial literacy gaps and empowers Filipino professionals and minimum-wage earners through social media.

In a global financial literacy study, the Philippines scored in the bottom 30 of 144 countries, with only 25% of Filipino adults considered financially literate. On their 2021 Financial Inclusion Survey, Bangko Sentral ng Pilipinas stated that the key elements of financial health are “the capacity to handle day-to-day finances, overcome financial shocks, and set and strive to achieve long-term financial goals.”

In response, the campaign aims to equip working Filipinos with skills for better financial management and decision-making through practical social media guides. The campaign seeks to reduce poverty risks and enhance economic resilience through financial awareness and literacy. This aligns with Sustainable Development Goals 1 (No Poverty) and 8 (Decent Work and Economic Growth).

BrandPlay’s Director, Fritz Cruz, shared his thoughts on the campaign: “Filipinos are no strangers to economic challenges, even as part of the labor force. To meet daily needs, achieve financial goals, or break free from the cycle of debt, ironically, many turn to borrowing money—a practice deeply rooted in our culture. Over time, this has become a persistent burden for both the nation and its people. Through this initiative, our goal is to guide and empower working Filipinos to take control of their finances and achieve financial well-being. Ultimately, we aim to help everyone take a step closer to long-term economic stability.”

BrandPlay envisions a future where the Filipino labor force is financially aware and literate enough to maximize their income and pursue economic growth. “MIIE: Maximize your Income, Increase your Earnings” aims to support Filipinos’ socio-economic growth, fostering a collective movement toward greater financial security and independence.