All over Latin America, women buy groceries from local store owners on credit and pay off the bill at the end of the month. But when it comes to getting a loan from a local bank or microfinance institution, that credit history was not helpful because it wasn’t recorded anywhere except in the shopkeeper’s notebook or possibly basic computer.

Until, that is, when ad agency DDB Mexico, whose client WeCapital wanted a campaign on financial inclusion of low income women, discovered that the problem wasn’t that women lacked access to credit. The problem was that 83% of Mexican women did not have a credit history which meant they couldn’t get bank loans for studying or creating businesses.