Two hundred posters appeared on the London Underground network, all of which were purchased by female entrepreneurs and woman-led start-ups in the UK, to support MicroLoan Foundation – the charity that enables women in Malawi and Zambia to work their way out of poverty. In a twist on the traditional charity advertising, rather than advertise themselves, MicroLoan sold the 200 ad sites, kindly donated by Exterion and Total Media, to female entrepreneurs and woman led start-ups in the UK. The money raised from selling the poster sites helped to empower women in rural Malawi and Zambia to start their own businesses with loans from MicroLoan Foundation. The profits from these businesses allow them to pay back their loans and lift their families out of poverty, paying for vital food, education and shelter. Each UK business taking part had a unique poster designed in house by advertising agency DLKW Lowe.