For Filipino and Jamaican Canadians aged 18-34, sending money abroad is a frequent necessity, yet the process is often complex and time-consuming. The human truth is that these communities need a simpler, more efficient way to transfer money internationally, but traditional systems can be cumbersome. Visa Direct introduced a solution, offering quick transfers directly to recipients’ bank accounts via Visa Debit cards. However, awareness of Visa Debit as a tool for international transfers was low, with most users seeing it only as a payment option. To bridge this gap, a targeted campaign was developed using a strategic media mix of out-of-home, TV, radio, digital display ads, and social media. The messaging emphasized Visa Direct’s seamless remittance capabilities and directed users to a dedicated landing page to learn more.The multi-faceted approach not only increased awareness of Visa Direct’s offering but also shifted perceptions, positioning Visa Debit as a reliable, fast option for frequent international money transfers. The campaign was a success, generating a significant increase in engagement and educating users about Visa Direct’s role in simplifying global transfers.