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How FCB Mayo's Cultural Exchange is Helping These Communities Thrive

FCB EMEA, 2 years, 7 months ago

Editors' Choice: Western Union campaign sees two communities sharing their techniques for surviving the cold

How FCB Mayo's Cultural Exchange is Helping These Communities Thrive

Waskaganish in Canada and Lampa in Peru are two communities that are thousands of miles apart but that have something in common: both struggle with very low temperatures during the winter. Together, they are the focus of a great story about unity in spite of distance, and an exchange of knowledge that aims to overcome problems caused by the most extreme weather to create a better quality of life.

Western Union Peru, together with the advertising agency FCB Mayo, developed “Moving Warmth for Better,” to find practical solutions to a real problem. High Andean communities are especially vulnerable to the frigid temperatures of Peruvian winters, which is the main cause of death for children and animals in the region. The central government is unable to help. In the Northern Hemisphere, the situation is quite the opposite. Communities in Northern Canada are more adapted to dealing with cold temperatures, but face challenges due to the lack of food in the region during winter. 

Each has valuable knowledge for the other but, as they are so remote, the ancestral survival techniques have unwittingly been hidden from those in need. The “Moving Warmth for Better” campaign has allowed the sharing of this knowledge but has required overcoming geographical borders, language differences, traditions and distance.

Waskaganish natives Virginia Wabano, the president of the Cree Women of Eeyou Istchee Association, and Lillian Trapper, an animal hide specialist, traveled from Canada to Peru to teach residents of Lampa how to insulate their homes. In return, residents of Lampa taught them how to grow and cook quinoa, a native Peruvian food that is rich in nutrients, in order to add variety to their diet. 

However, the exchange does not end there. The “Goodwill Transfer” will initiate a new communication platform thanks to Western Union, seeking to carry out exchanges between different cities throughout the world, for the sole purpose of attaining the common good.


Advertiser: Western Union

Creative Agency

Creative Agency: FCB Mayo

Category: Banking , Finance/insurance

Genre: Dialogue , People , Storytelling