Shaken & Stirred - Influential Brand Profiling and Positioning

“This Is Beating the Odds” – Western Union / International Women’s Day

Western Union, a leader in global payment services, will be supporting International Women’s Day through their support of a young South African woman named Siba Gqirana as part of their ongoing Chain of Betters project.

Siba’s dream is to become one of the country’s first female commercial pilots, a big ask in an industry where more than 95% of the world’s pilots are male. This isn’t made any easier by her family’s economic situation – they’ve been giving everything they have to help Siba achieve her dream, but even so, paying for training was expected to take years.

Impressed by her dedication, Kara Hatzai, a female commercial pilot in Chicago, nominated Siba to be the next person in Western Union’s Chain of Betters competition – a project to explore and celebrate the power of Western Union’s belief of “moving money for better”.

Created by mcgarrybowen London, the campaign is brought to life through a film, which has been distributed by MullenLowe Profero via various social media channels and publishers driving to the campaign microsite –

Profero has partnered with TED to amplify the impact of Siba’s story across forward-thinking audiences. This is supported by placements around content typically associated with male dominance to further raise the profile of aspiring women.


Siba Gqirana