Create a campaign which achieves emotional engagement and shows Western Union's attunement to the needs of its Caribbean users.

Cornerstone subjects were chosen to represent the primary needs of the Western Union sender. School (Education), Shelter (Maintenance), Smiles (Gift Giving) and Support (Medical Support). They were developed into monetary icons which illustrated the currency juxtaposing the benefits of sending money.

Consumer Feedback has been extremely positive, high recall. The competition has responded to the campaign aggressively.