Category: Financial Services
Brand: Western Union
Media: Digital/ TV
Director of Global Marketing Strategy and Brand Management: Michael Abbott
Senior Manager, Global Marketing Strategy and Brand Management: Natasha Chatur
AGENCY: mcgarrybowen
Executive Creative Directors: Angus Macadam and Paul Jordan
Creative Director: Rich Holmes
Creative team: Holly Fallows and Charlotte Watmough
Business Director: Louise Lang
Account Director: Zara Gregory
Account Manager: Henry Carless
Head of Strategy: Chris McKibbin
Strategist: Fiona Lenahan
Agency Producer: Alessia Small
Director/ Production Co : MJ Delaney at Moxie Pictures
Producer: Barry Heaps
Editor: Ben Jordan at Work Post NYC
Post Production: Jam Post
Sound Design: String and Tins
DoP: Gerardo Madrazo
Music: Finger Music
MEDIA:
Media planning/buying
Mullenlowe MediaHub
Date: March, 2017
Description:
#Theraceison
As an official sponsor of International Women’s Day 2017, Western Union is launching a powerful campaign, created by mcgarrybowen, that celebrates the role of education in helping girls reach their goals. The campaign will run globally across digital, social media and video on demand platforms.
Used as a hook for the campaign is the fact that over the last few years around 25% of all Western Union customers moved money with the brand to support education.
Western Union believes that moving money for girls’ education in particular is critical to driving gender equality.
In parallel, through Education for Better, the Western Union Foundation is on track to help train 50,000 women and youth across the Americas, Europe Union, Africa and Asia by 2020 and, this week, will be launching the WU Scholars Program*, a global scholarship program focused on supporting students around the world to pursue a post-secondary education in the areas of science, technology, engineering, mathematics (STEM), business and entrepreneurship.
mcgarrybowen’s campaign highlights the power of education as the driving force to achieve gender equality – pointing to the fact that education acts as a starting gun in achieving whatever dream a girl may have: Whether it’s to be the first woman on the moon, the first female President of the USA or the first person on Mars.
For the second year running, Western Union is also working with TED to promote the cause.