WU

WORLD OF BETTERS

Western Union needed to do something to lift up their brand, reach out to a new audience across the globe by bringing meaning to their purpose, moving money for better. 

The answer was a 10 week global PR programme called World of Betters. A competition and series of events to find out what people would do with $1000 to make someone’s day better, 

giving 100 people the opportunity, through online voting, to make it happen. Using the power of the digital age and in partnership with 5 iconic musicians, we created a series of regional

 ‘betters’ events in which Western Union moved money into a local community for that communities benefit. To amplify this, we created a Livestream event around the ‘Betters’, activated local

and regional PR media and the artists social media fanbases, both before and after, to create a powerful and wide reaching ACT that captured the imagination on both a local, regional and global level.

After 10 weeks and thousands of betters being uploaded we had 100 winning Betters, millions of hours of footage watched, nearly a billion media impressions and a program that had made a huge difference

to the perception of the brand. The nature of the audience that the brand interacted with, begun the ‘lift up’ that was needed to re-asses the relevance and purpose of WU and its role in moving money

for better across the globe both as a core business and also as a CSR opportunity.  The nature of the audience that the brand interacted with, begun the 'lift up' that was needed to re-asses the relevance and purpose

of WU and its role in moving money for better across the globe both as a core business and also as a CSR opportunity. 2300 betters, 40 countries, 1,200,000 votes.