Gold – Western Union and Hill+Knowlton Strategies: #PassForSchool

Best CSR programme to raise brand awareness

Entering its third season in partnership with the UEFA Europe League, Western Union sought to revitalise its PASS initiative, a campaign that sees on-field passes transformed into funding for a day of education in developing nations. Western Union enlisted Hill+Knowlton Strategies to spearhead the campaign. The agency delivered an innovative plan that 
seamlessly blended the PASS initiative and the UEFA Europa League sponsorship. Sports fans were encouraged to upload photos of childhood sporting moments, and by doing so, adding another pass to the tally. The campaign attracted 1,500 new followers to Western Union’s social channels and contributed more than a year’s worth of education funding to developing nations.Praised by one judge as a, “Fantastic entry, thoughtful and clearly aligned,” H+K’s initiative is a tremendous example of engaging with stakeholders to re-energise an existing campaign and brand.


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