Cebuana Lhuillier Rural Bank’s savings advocacy campaign, “Ipon Moves,” has won a Bronze Stevie Award for Purpose-Led Marketing Campaign of the Year at the 23rd Annual International Business Awards, recognizing the initiative’s efforts to encourage Filipinos to develop stronger saving habits.
The campaign was developed in response to the financial challenges faced by many Filipino households, where everyday expenses often leave little room for emergency funds and long-term savings. Ipon Moves sought to make saving more practical and relatable by connecting financial preparedness with the personal goals and aspirations of ordinary Filipinos.
Jean Henri Lhuillier, president and CEO of Cebuana Lhuillier, said the recognition reflects the broader financial inclusion objectives behind the campaign.
“Ipon Moves is far more than a campaign. It is a strategic movement to drive financial inclusion and empower every Filipino to build long-term capability. This recognition validates our commitment to breaking down barriers and making savings genuinely accessible, relevant, and impactful across every community we reach,” Lhuillier said.
Timed around World Savings Day on October 31, the campaign drew on Bangko Sentral ng Pilipinas data highlighting the continuing need to strengthen saving habits and financial preparedness among Filipinos.
As part of the initiative, Ipon Moves visited Cebuana Lhuillier and Cebuana Lhuillier Rural Bank branches nationwide, where customers participated in activities designed to encourage them to think about their financial goals.
Among the campaign’s features was the “Wish IPON a Dream” Wall, where customers wrote down their aspirations and reasons for saving. The entries ranged from plans for their families and loved ones to personal goals for a better future. Selected participants also had their wishes granted as part of the campaign.
Beyond raising awareness, Ipon Moves encouraged Filipinos to open savings accounts and begin setting aside money regularly. The advocacy continues through the rural bank’s branch network and digital platforms, supported by activities, personal stories and content connecting saving with everyday situations.
The Bronze Stevie recognized the campaign’s approach of combining financial education with opportunities for consumers to participate and relate saving to their own aspirations.
The award is among several distinctions received by Cebuana Lhuillier at the 2026 International Business Awards for its initiatives in financial services, business development and social impact.
Cebuana Lhuillier Rural Bank said the recognition strengthens its commitment to making saving more accessible and understandable to Filipinos, with the campaign emphasizing that even small amounts regularly set aside can contribute toward longer-term financial goals.