Western Union — UEFA Europa League — PASS Program

In football, goals are everything. So Western Union made the pass worth more—turning every completed pass in the UEFA Europa League into a day of school for a child without one.

Across three seasons, a million passes became a million days of education, delivered with UNICEF across ten countries. Football sponsorship usually buys you a logo on a sleeve. We created a behaviour instead.

Featured in The Guardian, BBC, Sky Sports and FourFourTwo.

Where the passes went:

In Turkey, PASS got disadvantaged kids into secondary school. In Nigeria, it got more girls into classrooms. In Jamaica, it helped raise literacy among secondary students. It also opened up education programs in Brazil, Senegal, China, Morocco, Colombia, Mexico and Romania.

180amsterdam, 2013.
CD Dean Maryon / AD Tim Howman, Ed Ryder / CW Bex Radford, Bryan Stewart