November 2011 sees music superstars Alicia Keys and Sunidhi Chauhan launch Western Union’s World of Betters initiative, as part of the money-transfer company’s campaign of “Moving Money for Better.” The activity is designed to help raise awareness of the many small ways we can impact an individual’s life for the better and is offering 100 $1000 grants to the public to make someone’s life better.
Fourteen-time Grammy Award winning artist, Alicia Keys decided that she wanted to arrange for a ‘Better’ to be undertaken where she went to school, the Professional Performing Arts School in New York. Keys gave students at her old stomping ground an exclusive performance and then unveiled her ‘Better’ – a donation of brand new music instruments - to officially launch the campaign earlier this month.
“As a proud graduate of the Professional Performing Arts School, I thought about the students there who are in desperate need of new musical equipment to help them learn their craft,” said Alicia Keys.
“That’s why I’m so excited to work on the ‘World of Betters’ initiative and I know for a fact, that there are so many people out there with amazing ideas that can show how even a small change, can make a big impact,” she continued.
Bollywood playback singer and Indian Idol Judge Chauahan decided she wanted to be able to provide 25 disadvantaged teenage girls from Mumbai a full Bollywood Style makeover to celebrate the launch of the charitable initiative.
“I jumped at the chance to touch the lives of so many young Indian girls with this empowering Western Union World of Betters event,” Sunidhi Chauhan said. “We gave these children and their parents a brighter outlook on their future and this is the same feeling Western Union gives my fans when they are able to send money to their family and loved ones around the globe.”
To participate in the Western Union World of Betters, eligible participants should visit www.worldofbetters.com where they can share how they would use $1,000 to make the world a better place. Public voting will determine the top 500 entries, which a judging panel will select 100 ideas and the winners will receive US $1,000 to bring their idea to life. The Western Union World of Betters contest runs throughout all of November 2011 and ends December 15, 2011.
Throughout the contest, other renowned artists will join Alicia’s efforts by broadening the campaign’s reach. John Legend and K’Naan will host a events Paris, Frabnce and in Johannesburg, South Africa, with other celebrities and dates to be announced globally and livestreamed on www.worldofbetters.com. The celebrity team will also be encouraging fans and followers via social media channels such as Twitter and Facebook.
Hikmet Ersek, President and CEO, Western Union added, “Western Union teamed up with these world-class music icons because their focus on giving back to the global community matches the essence of our business - to help others have a better day and a better life. Western Union World of Betters honors the positive impact we make in the lives of our consumers and recognizes how to keep ‘Moving Money for Better’ around the world.”
Western Union World of Betters is one program of many that align under “Moving Money for Better” branding concepts, focused on Western Union® products and services as solutions to create ‘moments of better’. While sustaining the company’s 160-year history of innovation and helping people improve lives, the new branding elements depict visual timelines that invite consumers to be a part of the worldwide campaign.