Herconomy, a Nigerian financial platform focused on women’s economic empowerment, has received three Silver Lions at the 2025 Cannes Lions International Festival of Creativity for its latest product, Breastmilk Money.
The new feature, which offers a 14.3% annual interest rate to women who breastfeed, was awarded Silver in the Creative Data, Direct, and Health and Wellness categories. According to Herconomy, Breastmilk Money is the first financial product that rewards breastfeeding with interest, reflecting both the health and economic benefits of the practice.
A study by Oxford University supports the impact of breastfeeding on child development, while data from the World Health Organisation notes that only 34% of Nigerian infants are exclusively breastfed, well below the global average of 48%. The campaign highlights that families who do not breastfeed spend up to 34% of their household income on formula, further reinforcing the financial implications.
“Every campaign we create, every initiative we launch, is rooted in our deep understanding of the barriers that prevent women from achieving financial independence,” said Ifedayo Durosinmi-Etti, Herconomy’s founder and CEO.
Herconomy’s campaign was shortlisted in seven categories including Creative Data, Direct, Health and Wellness, Titanium, Innovation (two shortlists), and Creative Business Transformation. The awards mark a significant moment for the platform, placing it among other recognised global brands in purpose-led innovation.
“Breastmilk Money” was developed in collaboration with the creative agency Service Plan. Durosinmi-Etti noted, “These awards represent far more than recognition for our creative work—they validate our unwavering commitment to transforming the economic landscape for women across Africa.”
The Cannes Lions Festival is one of the world’s most recognised events for creative communications and marketing. Herconomy’s performance this year signals the rising influence of African-led innovation on the global stage.
Since its launch, Herconomy has focused on creating financial solutions tailored to women, including savings, credit, investment, and educational services. The platform reports it has supported thousands of women entrepreneurs and professionals in Nigeria.
“This achievement reflects the incredible dedication of our entire team and the trust that women across Nigeria have placed in our platform,” said Durosinmi-Etti. “We remain committed to pushing creative boundaries whilst delivering tangible solutions that empower women to take control of their financial futures.”
