Western Union: Moving Warmth For Better

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.