The One Show
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Category
Sustainable Development Goals
Annual ID
OS24_SD003D
About the Work
Following the outbreak of the war in Ukraine, almost 10 million refugees from the occupied territories have crossed the Polish border. Poland has welcomed more Ukrainian refugees than any other nation. Many Ukrainians were looking for shelter in major Polish cities which were already overcrowded, causing rental hikes, increased competition for jobs—all amid an unprecedented rise in inflation. It became evident, that to deal with the increasing stream of refugees, the movement had to be redirected to smaller cities. Mastercard swiftly acted by creating the "WhereToSettle" digital platform. This initiative aimed to redirect refugees to smaller Polish towns to alleviate pressure on major cities and support local communities facing depopulation. The platform aggregates spending insights and data. Thanks to partnerships, it assists refugees in finding housing and employment by considering their current life situation. The tool showcases economic opportunities and living costs in different parts of Poland based on anonymized transaction data, salary averages, and housing prices.
Through a digital and social media campaign featuring locals inviting refugees to explore their towns, the platform successfully engaged 242,170 unique users, with 73,700 completing forms. An estimated 20.05% of Ukrainian refugees benefited from this tool, as indicated by the data from WhereToSettle. Feedback was overwhelmingly positive, with 92% of engaged Ukrainians finding the tool useful. Moreover, this initiative significantly enhanced Mastercard's perception in technological, modern, and social aspects, boosting usage intent among non-users by 57% among Poles and 80% among Ukrainians. The impact extended to an estimated 300,696 individuals benefiting from the platform, considering an average family size of 4.08 persons and an estimated 1.5 million Ukrainian refugees. Overall, Mastercard's "WhereToSettle" initiative leveraged data and technology to positively impact communities, societal inclusion, and economic opportunities for refugees while supporting smaller Polish towns and addressing the refugee crisis.
Through a digital and social media campaign featuring locals inviting refugees to explore their towns, the platform successfully engaged 242,170 unique users, with 73,700 completing forms. An estimated 20.05% of Ukrainian refugees benefited from this tool, as indicated by the data from WhereToSettle. Feedback was overwhelmingly positive, with 92% of engaged Ukrainians finding the tool useful. Moreover, this initiative significantly enhanced Mastercard's perception in technological, modern, and social aspects, boosting usage intent among non-users by 57% among Poles and 80% among Ukrainians. The impact extended to an estimated 300,696 individuals benefiting from the platform, considering an average family size of 4.08 persons and an estimated 1.5 million Ukrainian refugees. Overall, Mastercard's "WhereToSettle" initiative leveraged data and technology to positively impact communities, societal inclusion, and economic opportunities for refugees while supporting smaller Polish towns and addressing the refugee crisis.
2024 Awards
Total Points: 90
SDG Pencil
Credits
Agency
McCann / New York
McCann Poland
Client Partner
Ilona Szynkowska
Chief Creative Officer
Pierre Lipton
Data Scientist
Konrad Kujszczyk
Design Director
Ethan Buller
Designer
Jami Rubin
Editor
Ilya Katsap
Executive Creative Director
Costin Bogdan
Luca Corteggiano
Film Director
Tomasz Okulicz
Graphic Designer
Kamil Rekosz
Motion Designer
Artem Zubarev
Magdalena Bąk
Rafał Jastrzębski
Assistant Editor
Ned Steves
Broadcast Producer
Damian Szojda
CEE Regional Creative Director, CCO McCann Romania
Catalin Dobre
CEO / Executive Producer
Maciej Maciantowicz
CGH & Senior Copywriter
Mateusz Gaca
Chief Creative Officer, Europe
Adrian Botan
DoP
Iwo Rachwał
EVP, Head of Design
Matt van Leeuwen
Global Executive Creative Director, New York
John Mescall
Junior Art Director
Barbara Olech
Junior Copywriter
Anna Posuniak
Managing Director & Executive Creative Director
Marcin Sosinski
Senior Art Director
Adam Głowacki
SVP, Group Creative Director
Jordan Kramer
Leopold Billard
Account Supervisor
Piotr Łopuszański
Chief Communications Officer, UK & Europe
Jessica Bayat
Chief Innovation Officer
Marcin Samek
Communications Director
Anna Marciniak
Consumer Marketing Manager
Ewelina Różycka
Małgorzata Szczerbińska
Data Driven Solutions Director
Marek Kolano
General Manager Poland
Marta Życińska
General Manager Southeast Europe
Bartosz Ciołkowski
Global Product Excellence Director
Carmen Bistrian
Graphics Artist
Eric Foster
Group Account Director
Alexandra Albu
Head of Marketing & Communications Poland, Czech Republic & Slovakia
Jerzy Holub
Head of PR & Communication
Artur Osak
Head of Reputation
Alice Reindlová
Managing Director
Małgorzata Tereszczenko
PR manager
Aleksandra Gołda
Iwona Nawrocka-Kilinowska
Regional Account Manager, Europe
Jessica Selby
Senior Account Executive
Gabriel Przyborowski
Senior Account Manager
Aneta Bebelska
Anna Sokolowska
Senior Audio Engineer
Nick MacDonald
Senior Communications Planner
Monika Hajdrowska
Senior Post Producer
Bianca Muccia
Liz Snyder
Senior Project Manager
Izabela Łabuńko
Senior Strategic Planner
Maria Gajkowska
SVP, Business Director & Sustainability Lead
Patricia Arbanas
SVP, Director of Creative Excellence & Operations
Stella Warkman
Traffic Manager
Jędrek Zamorowski
VP, Director Video Post Production, Craft NY
Karen Hennegan
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