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Mcgarrybowen London's first campaign for Western Union is a proper example of a brand doing some good in the world, according to the agency's chief executive, Rick Hirst.

Through a dedicated microsite, the brand aims to kick-start a chain of good deeds by offering $1,000 to fund the best ideas for projects that benefit communities around the world. There is also a campaign film showing some projects that Western Union has funded. The work, the first under the new "This is WU" positioning, was created by Matt Leach and Jess Oudot.