Visa Purpose Stories Series

Client: Visa

Project Title: Visa Purpose Stories Series 

Background

Visa, a global leader in digital payments, is driven by a profound purpose: to uplift everyone, everywhere by connecting them to the global economy. This commitment to financial inclusion is at the heart of Visa’s Purpose Library, a strategic guide for creating impactful content that aligns business goals with social good.

Brief

Our journey with Visa on this project began with a singular objective: to bring their Purpose Library to life through the power of visual storytelling. Our task was to translate this framework into compelling, real-world stories across the APAC and CEMEA regions, highlighting initiatives like She’s Next and Visa Everywhere Initiative to promote financial inclusion, women’s empowerment, and SMB growth.

From the outset, we embraced Visa’s Purpose Library playbook as our guiding principle. This ensured that every phase of production—from pre-production and scripting to filming and post-production—was aligned with Visa’s mission of “uplifting everyone, everywhere.” This consistency was key to ensuring that each story, no matter the location, felt authentic, emotional, and deeply reflective of Visa’s core values.

Response

The Role of the Purpose Library Playbook

Our team at Click2View fully integrated Visa’s Purpose Library playbook into every aspect of the project. We understood that the success of the Visa Purpose Stories series would hinge on our ability to faithfully represent Visa’s brand voice while capturing the human stories that underscored the global impact of their initiatives. 

By curating stories from programs like She’s Next and Visa Everywhere Initiative, we highlighted Visa’s role in enabling digital and financial inclusion for women, SMBs, and underserved communities and markets.

A Global Production Effort

The series was filmed across multiple countries, requiring us to coordinate closely with Visa’s APAC and CEMEA teams to navigate unique logistical and cultural landscapes.

• In APAC, we collaborated with Social Impact, Communications, and Marketing teams in Singapore, filming in Indonesia, Sri Lanka, Australia, and Bangladesh.
• In CEMEA, we partnered with Visa’s Dubai hub office, covering stories in Morocco, Nigeria, and Kyrgyzstan.

This vast geographic scope required seamless coordination between our Click2View offices in Singapore and Dubai to ensure a consistent global narrative while respectfully adapting each story to its local context.

Local Stories, Global Impact

Spanning diverse locations, including Sri Lanka, Australia, Bangladesh, and Kazakhstan, each story in the Visa Purpose Stories series was carefully selected to reflect the company’s commitment to social impact. Here are just a few examples of the inspiring individuals and initiatives we had the privilege of showcasing:

Indonesia: We documented how Asminiwati, a homemaker, transformed her small business through Visa’s Accelerate program. 

Morocco: We followed Mariem Faghraoui, whose Neolli platform empowers women artisans to reach global markets through digital payments. 

Nigeria: We captured the story of Thrive Agric’s co-founder, Ayo Arikawe, a ‘Visa Everywhere Initiative’ winner, whose work with smallholder farmers was enhanced by Visa’s digital solutions.

Collaborative and Adaptable Production

Our production approach was highly adaptable. Working in remote areas like Lombok, Indonesia, required creative solutions to overcome logistical constraints, such as filming in small village homes. Similarly, in Nigeria, our team collaborated with Thrive Agric to document their operations across vast agricultural farmlands in Kaduna. Our production team used a nimble crew setup in many cases, which allowed us to stay flexible while maintaining high-quality output.

Maintaining Consistency from Pre-Production to Post-Production

Visa’s Purpose Library playbook was not just a reference but a blueprint for the project. From pre-production, we collaborated with Visa to understand the specific goals of each initiative and how they fit into the larger narrative of financial inclusion and the voices to feature. 

During filming, we applied storytelling principles from the playbook to capture the emotional depth of each individual’s journey, ensuring that the human story was at the heart of each episode. In post-production, we adhered to the playbook’s guidelines to create a cohesive visual style that emphasised Visa’s role without overshadowing the personal narratives.

Outcome

The Visa Purpose Stories series was celebrated both within Visa, its partners and by external audiences. The CEMEA episodes aired on CNBC Africa and were featured in publications like Economy Middle East, amplifying Visa’s message of financial inclusion and demonstrating the real-world impact of their programs. 

Key Achievements:

Media Coverage and Global Recognition: The series’ success led to further plans for expansion in 2024, with Visa’s CEMEA team currently producing six more stories in UAE, Oman, Qatar, Kuwait, Bahrain, Saudi under the She’s Next initiative with a Middle east focus.

Impact on Local Economies: Stories like Mariem Faghraoui’s Neolli platform in Morocco and Ayo Arikawe’s Thrive Agric in Nigeria demonstrated the tangible economic impact of Visa’s initiatives on local communities, from empowering women artisans to supporting smallholder farmers.

Seamless Collaboration Across Regions: The close coordination between our teams in Singapore and Dubai, along with Visa’s regional teams and local partners, ensured a consistent global narrative that showcased the human element of each story while respecting cultural nuances.