Cebuana Lhuillier Rural Bank Turns Savings Advocacy Into a Stevie® Win with Ipon Moves
For many Filipino families, saving money is easier said than done. Daily expenses often take priority, leaving little to set aside for emergencies or future plans. Cebuana Lhuillier Rural Bank took on this challenge through Ipon Moves, a savings advocacy designed to make saving feel more practical, relatable, and within reach.
The initiative recently earned a Bronze Stevie® Award for Purpose-Led Marketing Campaign of the Year at the 23rd Annual International Business Awards, recognizing its ability to address a real financial concern while giving Filipinos an engaging and accessible way to take action.
Jean Henri Lhuillier, President and CEO of Cebuana Lhuillier, said the recognition reflects the initiative’s larger purpose. “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. At Cebuana Lhuillier Rural Bank, we view financial security not as a luxury but as the foundational bedrock for national resilience and economic mobility.”
Timed around World Savings Day on October 31, Ipon Moves was shaped by the realities of how Filipinos save. Drawing on Bangko Sentral ng Pilipinas (BSP) data that underscored the continuing need to strengthen saving habits and financial preparedness, the campaign turned an important financial issue into a conversation grounded in everyday Filipino life.
Last year, Ipon Moves hit the road, visiting Cebuana Lhuillier and Cebuana Lhuillier Rural Bank branches nationwide to celebrate Filipinos’ inspiring spirit of saving. A campaign highlight was the “Wish IPON a Dream” Wall, where clients shared their personal dreams and the motivations behind their savings goals. Each note told a different story of hope, perseverance, and love: from plans for a better future to dreams for loved ones, showing that behind every Filipino’s savings is a deeper purpose. Some lucky participants were even surprised when their wishes were granted, turning their personal savings goals into meaningful moments.
The campaign also gave a clear message: open a savings account and start building the habit. This continues through Cebuana Lhuillier Rural Bank’s branch network and digital platforms, supported by interactive activities, relatable stories, and content that connected saving to familiar, everyday situations.
This practical and human approach was central to what made Ipon Moves stand out at the Stevie® Awards. The campaign went beyond telling Filipinos that saving is important. It created opportunities for them to engage with the message, connect it to their own aspirations, and take action. By combining a relevant financial challenge with timely advocacy and an accessible experience, Ipon Moves demonstrated how purpose-led marketing can help turn financial awareness into meaningful behavior.
The Bronze Stevie® forms part of Cebuana Lhuillier’s many distinctions at the 2026 International Business Awards, reflecting the organization’s work across financial services, business development, and social impact.
For Cebuana Lhuillier Rural Bank, the recognition reinforces its commitment to making savings easier to understand, easier to start, and more meaningful to everyday Filipinos. Because behind every ipon is a dream worth working toward, and every peso saved can bring that dream a little closer.