Western Union Our World, Our Family

In the summer of 2006, Western Union approached Cone to integrate "commitment to community" more fully into its brand identity and create a more compelling, emotional connection to its customers, predominately migrants. Cone involved approximately 75 executives representing each regional business unit, 20 Agents (independent contractors) and 20 global experts on migration and economic development to support the creation of an innovative, sustainable and scalable solution.

Ultimately, Cone developed a corporate citizenship platform that would enable Western Union to prioritize and harness the full range of its unique assets. Focusing the strength of its brand behind one mission, to enrich the lives of global citizens (with an emphasis on migrants and the communities they leave behind), the platform ensured the delivery of maximum value for both the business and society. Cone also created a signature cause program, Our World, Our Family^sm, to serve as the most significant and tangible embodiment of Western Union’s corporate values and citizenship mission. The program introduced a philosophy shift from simply giving money away to making social investments that delivered shared value for all stakeholders.

On September 12, 2007, Western Union announced a five-year, $50MM commitment to Our World, Our Family and a newly signed partnership with Mercy Corps. Since the program’s inception, employee/Agent global giving circles raised $4.5MM and Western Union became the first corporate donor to the United Nations Office for the Coordination of Humanitarian Aid (UN OCHA) with a $100,000 donation.