Title: International Women's Day Chain of Betters - Siba Gqirana
Brand: Western Union
Category: Financial services
Geo: United Kingdom
Western Union, a leader in global payment services, will be supporting International Women’s Day through their support of a young South African woman named Siba Gqirana as part of their ongoing Chain of Betters project.
Siba’s dream is to become one of the country’s first female commercial pilots, a big ask in an industry where more than 95% of the world’s pilots are male. This isn’t made any easier by her family’s economic situation – they’ve been giving everything they have to help Siba achieve her dream, but even so, paying for training was expected to take years.
Impressed by her dedication, Kara Hatzai, a female commercial pilot in Chicago, nominated Siba to be the next person in Western Union’s Chain of Betters competition – a project to explore and celebrate the power of Western Union’s belief of “moving money for better”.
Without telling Siba, Western Union transferred all the money she needed to finish her training in months, and as a second surprise, the company flew in her family from the township she grew up in to celebrate.
On discovering the money in her account, Siba said, “This is the best moment of my life…it’s going to be a change for my family.” The results, captured in the Chain of Betters video, are a testament to one woman’s dedication – and the power of moving money for better.
In addition to Siba’s inspiring story and the monthly betters awarded as part of the regular competition, Western Union will award five further betters of US$1,000 that will go to the best ideas that benefit education or social improvement for women or girls anywhere in the world.
Created by mcgarrybowen London, the campaign is brought to life through a film, which has been distributed by MullenLowe Profero via various social media channels and publishers driving to the campaign microsite – www.chainofbetters.com.
Profero has partnered with TED to amplify the impact of Siba’s story across forward-thinking audiences. This is supported by placements around content typically associated with male dominance to further raise the profile of aspiring women.
Publicidad online "This Is Beating the Odds" hecho por la agencia de publicidad "mcgarrybowen London" para la marca: Western Union Reino Unido. Fue producido en mar. 2016.