With its high fees and delays, the international money transfer landscape can be tricky for most Canadians to navigate. This was a situation in need of a solution, and Visa Direct stepped up by offering swift transfers directly to recipients’ bank accounts via Visa Debit cards. However, achieving this required overcoming a significant awareness gap. Most users viewed Visa Debit as a payment tool, not a money transfer option. To bridge this gap, we crafted a targeted campaign aimed at Filipino and Jamaican Canadians aged 18-34, who frequently send money back home. By employing a strategic media mix—including out-of-home, TV, radio, and digital efforts like display ads and social media—we not only increased awareness but also directed users to a dedicated landing page. This multi-faceted approach successfully educated the audience about Visa Direct’s instantaneous and seamless remittance capabilities, leading to a shift in perception.