Money transfer service WorldRemit has launched a hard-hitting new campaign showcasing the positive impact that migrants can have on British society.
As the political climate towards migrants and refugees grows increasingly hostile, WoldRemit’s bold creative is a strong statement of support for immigrants and their contributions to the UK’s economy and culture.
As a migrant-founded business itself, WorldRemit’s campaign highlights the £20 billion made in net tax and benefits contributions made over the 2018-19 financial year as a shining testament to their vital role in the UK.
By spotlighting real migrant stories and the positive impact they’ve had on the NHS, driving musical innovation and setting up NGOs – the campaign will champion the impact of migrants on the nations they travel too, but also on the ones they’ve left behind.
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“As society becomes more divided on issues surrounding identity, the migrant population remains a target for stereotypes, negative sentiment and misconceptions. Migrants are the core of our customer base, and we see the herculean effort they put in every day to make both the UK, as well as their communities back home, a better place,” WorldRemit chief marketing officer, Patrick Stal said.
“Their impact is too often overlooked, and as a group they are too often anonymised. We will be putting a face to their impact, stand by them as we champion them and serve their efforts to make their worlds a better place – hopefully helping them stand up to the racism and xenophobia they face every day and enable them to proudly say ‘I’m Migrant’ in a future that celebrates their impact.”
Featuring 15 real-life stories of UK migrants, the creative will look to shift the narrative on the impact of migrants on the UK from negative to positive.
Developed by World Remit’s in-house team, lead by creative agency Oliver and planned by Crossmedia, the integrated campaign will run across TV, out-of-home and social media throughout the summer.
Oliver founder and CEO, Simon Martin added: “In the media, people are confronted with the word ‘immigrant’ and it’s nearly always in a negative light.It is important to highlight the benefits migration brings as a crucial part of the debate and this campaign does just that by showing real people behind that word and highlighting the contribution they make.
“Our partnership with WorldRemit aligns closely with our core values and our ambitions to be an inclusive organisation. This bold campaign is testament to that.”
