Creativity

Western Union Is Using Money Transfers to Make the World a Better Place

'Chain of Betters' Campaign Will Award Cash for Selfless Ideas

By Alexandra Jardine. Published on Nov 13, 2015

Editor's Pick

Western Union tries to demonstrate how money transfers can be a force for good in a campaign that aims to set off a chain of good deeds around the world.

The "Chain of Betters" campaign, from Mcgarrybowen London, aims to help fund projects that aim to make lasting positive change for individuals and communities. Kicking off with this inspiring online video showing how the company helped three people -- in Ghana, Mexico and India -- make their ideas happen, the campaign continues with a competition to award US$1,000 (or local currency equivalent) to people who nominate worthy projects, or "betters." During the first phase, residents from 20 countries will be invited to nominate betters, with the nominator themself entrusted to making the idea happen. The ideas also have to be realistically achievable.

The campaign is the first work for Western Union from Mcgarrybowen, London since being appointed to the business at the end of 2014.

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About

Credits

Date
Nov 13, 2015
Agency:
mcgarrybowen London
Client:
Western Union
Creative Director:
Richard Holmes
Creative Director:
Remco Graham
Creative Team:
Matt Leach
Creative Team:
Jess Oudout
Planner:
Nicole Kirkland
TV Producer:
Charlotte Stirrup
Digital Producer:
Emma Hodson
Business Director:
Louise Lang
Account Director:
Michelle Dunn
Account Director:
Brooke Del Gallego
Client Lead:
Simonetta Rigo
Digital Production:
MediaMonks
Media Agency:
Lowe Profero
Planner:
Suri Patel

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