Damian Szojda
Broadcast Producer at McCann Poland
Warszawa, Poland
TitleRoom for Everyone
BriefMastercard is a company that believes in “doing well by doing good”, supporting financial inclusion thanks to technology and data. Two years after Russia's invasion of Ukraine, approximately 1.5 million Ukrainians remain in Poland. The initial wave of sympathy and support from Polish society began to change, giving way to economic anxieties and social tensions. Mastercard aimed to shift the negative perceptions of Ukrainian refugees by highlighting the positive economic contributions of Ukrainian-owned businesses in Poland. To achieve it Mastercard created special data tool called “Room for Everyone”.Using aggregated and anonymized transactional data, foot traffic, air quality information, and insights into business complementarity, the tool is showing optimal locations where Ukrainian businesses could open next to Polish businesses to the mutual benefit of both. By pairing complementary businesses that could support each other’s growth, such as a restaurant next to a beauty salon, the platform demonstrated and promoted beneficial relationships, showing Ukrainians as valuable economic partners. We are turning competition, something that always scared entrepreneurs into something positive, they should actively seek and support.Mastercard effectively turned data into a tool for social change, promoting economic cooperation that benefited both local Polish entrepreneurs and Ukrainian refugees seeking new beginnings.
Agency
Campaign Room for Everyone
Advertiser Mastercard International
Brand MasterCard

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