Mastercard responded to the urgent needs of the refugee crisis after the outbreak of war in Ukraine. We created an advanced tool that uses aggregated data and shows a customized recommendation that shows Ukrainians where to find the best conditions to settle and start new lives-often in smaller Polish towns, rather than well known, big cities. Through this data based tool we deployed our resources and knowledge in a systematic and long-term solution for Ukrainian refugees in Poland.
Moreover, by helping them find a common platform of communication and support, we showed that the needs of these 2 groups - refugees and local communities suffering from depopulation - could actually benefit each other.
Background
Following the outbreak of the war in Ukraine, almost 10 million refugees from the occupied territories crossed the Polish border. Many refugees sought shelter in major Polish cities (like Warsaw, Cracow, or Wroclaw) which were already overcrowded. This influx was causing rent hikes and increased competition for jobs amidst an unprecedented rise in inflation in cities. Properly dealing with the stream of refugees required a redirect to smaller cities. Small towns in Poland are beginning to suffer from depopulation, as young people move to bigger cities. Smaller cities need the infusion of people and have existing infrastructure waiting to be utilised, but people unfamiliar with the region would not know this. This is a classic data problem: the people who needed information the most did not have easy access to it.
Mastercard believes in “Doing well, by doing good”, in prospering as a company while having a positive impact in the world - acted quickly to help.
The creative idea
We leveraged Mastercard anonymized data and data available from the Polish Central Statistical Office to build the “Where to Settle” tool and solve this problem. This combination of data, in an easily accessible tool, accurately illustrates the cost of living in cities of different sizes in Poland. By filling out a simple, anonymous form, every refugee can access customised, condensed and crucial information specific to their unique needs. The tool leverages personalised data, such as current location, size of family, profession, transport and pets, but does not leave sensitive data on the site. The “Where To Settle” digital platform from Mastercard shows refugees the most promising areas in Poland to make their new homes based on their personal abilities and needs.
The strategy
Mastercard believes in “doing well by doing good” and delivers it through data and technology tools. The “Where to Settle” project by Mastercard is an innovative, data driven tool to provide access to economic opportunity, but also to support local governments and communities, key stakeholders in the Mastercard ecosystem.
The “Where To Settle” digital platform empowers refugees while boosting the growth of smaller towns in Poland. Driven by Mastercard's anonymized transaction data, the digital platform then combines data on average salaries for job segments and provinces from the Central Statistics Office, and data on housing prices provided by partners. Tool shows an approximate earnings versus expenses report for prospective locations based on the unique needs of the refugee and their family.
Mastercard’s “Where to Settle” shows how properly used data, aggregated and anonymized, can have a positive impact on communities, society and the economic inclusion of everyone.
The creative use of data
By tracking the evolving needs of Ukrainian refugees (from initial shelter to housing and jobs), we were able to develop a unique platform, dedicated to help them find a place to live and work in Poland, while actually supporting local communities' needs.
“Where To Settle” – is a digital platform, created by Mastercard in cooperation with Morizon-Gratka Group, part of the biggest Polish news organisation, providing job and apartment rental offers for the displaced Ukrainians. The comprehensive digital tool aggregates Mastercard’s spending insights and customised data from the Polish Central Statistical Office. It asks those looking for new homes to input information such as preferred employment, family size and more. To communicate the tool we reached out to local governments and officials to pitch their cities to the Ukrainian Refugees inviting them to settle in their towns and showing them the highlights and hotspots in each area.
The results
1/ We introduced the engaging platform delivering support to people in refugee crisis:
- a/ We attracted 242,17k UU to the platform, 73,7k to fill-in completed forms. Basing on data form Where to Settle and number of Ukrainian refugees in Poland, we estimate that even 20,05%* refugees benefited from the platform!
- b/ 92% of Ukrainians engaged in helping refugees found the tool useful
2/ Thanks to the Where to settle we significantly lifted Mastercard’s perception on such important factors as “technological” +12(UA), “modern” +14(UA), “social” + 14(PL) + 11(UA)
3/ Business impact: we increased Mastercard’s usage intent among non-users. 57% of Poles and 80% of Ukrainians declare usage intent after contact with the platform.
*thanks to forms from the platform, we know that among users the average family was 4,08 persons large. It gives 300 696 persons who benefited from the platform – 20,05% of Ukrainian refugees (estimated 1,5mln).