Here To Stay

Mastercard · 2026

1 award: Cannes

Here To Stay

AI Overview

Mastercard and the UN's International Organization for Migration created wherenext.sk, a data-driven platform that matches underemployed migrants and workers with career pathways matching their true potential. The tool reframes migration from a social burden into an economic opportunity, reaching 25,611 users and unlocking potential €18.22 billion in growth.

Strategic insight

The problem isn't a shortage of workers or talent; it's a failure to connect skills with opportunity. By reframing migration as untapped economic capacity rather than a labour-market challenge, the work repositions migrants as the solution, not the problem.

The Tech

The platform integrates three independent data sources: Mastercard's anonymised transactional data on cost of living, Profesia.sk's live job vacancies and salary benchmarks, and IOM's migration expertise. An AI-powered assistant helps users define skills and navigate decisions across a multilingual interface.

Business Result

The platform reached 25,611 users representing 23% of the underemployed migrant target. Within 4 weeks, Mastercard preference increased from 26% to 46% (+20pp). The initiative unlocks potential €18.22 billion in economic growth by converting underemployment into productive capacity.

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