Challenged by Western Union to create a campaign that united its new sponsorship of the UEFA Europa League and existing corporate partnership with UNICEF, focused on education, H+K created PASS.

For every pass in the UEFA Europa League over the three seasons of WU’s sponsorship, the global money transfer people funded one day’s education for disadvantaged secondary school children around the globe.

The mechanic was simple, but the impact has been far reaching, with Western Union funding more than 1 million days of education in ten countries worldwide.

As well as recruiting player support for PASS, H+K also created different promotions and campaigns during the sponsorship to involve fans – #PASSForSchool & Show Your PASSion – arranged visits to countries like Senegal, to show how the funding was being spent.

Western Union is the first brand to use a major European football sponsorship to promote its CR work to this level and in addition to delivering funding for, and awareness of, the global education challenge, it has also benefited from significant increases in brand sentiment and engagement amongst football fans, customers, business partners and staff.

The campaigns have won and been shortlisted for multiple content marketing, CSR and social media awards.