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Client: Western Union

We worked with Western Union to activate their sponsorship of the UEFA League between 2012 – 2015 and develop a CSR initiative which equated one million passes on the pitch with a day of education. The PASS initiative was supported by UNICEF education programs in Brazil, Jamaica, Senegal, Nigeria, China, Morocco, Turkey, Colombia, Mexico and Romania.

Over 3 years we recruited footballers who had a connection with their home country including Radamel Falcao, Jay Jay Okocha and Roberto Carlos to promote the initiative. To announce the partnership with UNICEF, we took the Arsenal legend and French world cup winner, Patrick Vieira to his birthplace of Senegal for an emotional homecoming to encourage school children to stay in school.

The sponsorship culminated in a social media campaign to celebrate the delivery of $1.8 million grant and a million days of education as well as delivering a message to the world that passes make a difference both on and off the field.