Room For Everyone (WhereToStart)
Summary: Room For Everyone proves a brand’s core capability can scale inclusion. Mastercard turned anonymised transaction intelligence into a tool that lowers barriers and helps Polish and Ukrainian micro-entrepreneurs pick locations where complementary neighbours thrive. Marketing did more than awareness; it shifted attitudes. The tool reached 40% of the target group. Among exposed entrepreneurs, belief that Ukrainian firms benefit the economy rose 10pp; that neighbouring businesses help each other rose 13pp. Responsible and scalable, it lifted Mastercard by 21pp as a supporter of entrepreneurs and expanded also to Czechia and Slovakia.
Lead Agency(s): McCann Poland, McCANN-ERICKSON PRAGUE spol. s.r.o., INTERNATIONAL ADVERTISING AGENCY
Contributing Agency(s): McCann WorldGroup, Craft Worldwide, Carat, Assembly
Client / Brand: Mastercard / Room For Everyone (WhereToStart)
Effie Award(s): Silver
