DEEPER STUDY / Mastercard / 2024
Room for Everyone
A free decision-support service gives a message about cooperation a practical use and links inclusion to the brand's data capabilities.
AI-assisted research and analysis for the SNS Creative Fieldbook
Sources reviewed 6 November 2026
The original campaign creators did not write or endorse this analysis.
Original campaign credits: Advertiser: Mastercard; Public relations: Solski Communications; Named data partner: Orange Polska; Property listing partner: Morizon-Gratka Group.
Recognition: No award claim is made in this study.
Launch / edition: 2024. Award years: No award claim.
The problem. The idea. The experience.
Help Polish and Ukrainian entrepreneurs choose business locations.
How the idea came to life
Free WhereToStart tool combined anonymised data and complementary-business information.
How it reached people
Mobile and desktop access without registration; participating agency provided PR.
Supporting sources: Primary: brand newsroom → Primary: participating PR agency →
Read the data in context.
The numbers below describe different kinds of outcomes. Their date, scope and reporting source are part of the result.
Launch coverage documented availability in 37 Polish cities, not business-survival outcomes.
Read the campaign story
Mastercard's Room for Everyone approached economic inclusion through a decision that small businesses actually face: where to open. Launched in Poland in 2024, the initiative offered Polish and Ukrainian entrepreneurs a free location-research tool called WhereToStart. Instead of treating every nearby business as another competitor, it highlighted complementary businesses that might benefit from being close together. The programme's PR partner, Solski Communications, described that cooperation as central to the campaign.
Mastercard's launch announcement said the tool combined aggregated, anonymised spending trends with other information about neighbourhoods. Orange Polska supplied statistics based on anonymised mobile-network data, and the Morizon-Gratka Group connected users to commercial-property listings. The service initially presented information for Poland's 37 largest cities and did not require registration. It was aimed at people who had a business idea and needed evidence to help choose a location. This was a follow-on to Where to Settle, an earlier initiative focused on places for displaced Ukrainians to live.
The editorial insight is that a social message becomes more concrete when people can use it to make a consequential everyday choice. A claim that there is room for newcomers gains a different form when the brand helps identify possible commercial neighbours and premises. It also connects Mastercard's role to data analysis rather than asking the payment brand to become a general commentator on migration. The transferable principle is to find a practical bottleneck within the larger issue and build a useful, bounded service around capabilities the company already possesses.
Solve a specific decision
Translate a broad social ambition into one specific decision your audience needs help making.
Combine relevant partners
Combine relevant partners' information where your own data cannot answer the whole question.
Explain the data
Explain the limits and privacy treatment of the data as clearly as the benefit of the tool.
A small test for another brief
A business association pilots a simple directory of complementary local services using permissioned public business information and clearly explained limits.
Measure useful searches and voluntary partner introductions; separately ask whether the information changed a real planning decision.
Stop if personal data is exposed, the directory becomes inaccurate or users interpret correlations as a guarantee of business success.
- Translate a broad social ambition into one specific decision your audience needs help making.
- Combine relevant partners' information where your own data cannot answer the whole question.
- Agree on one outcome, a reasonable comparison and the stop condition before release.
Sources & further reading.
These are educational analyses of external campaigns, not SNS client projects. Source-backed campaign details, editorial interpretation and proposed tests are distinguished. Brand and campaign-entry reports are not independent causal audits.
- Mastercard launches Room for Everyone in Poland →Primary: brand newsroom · Supports: June 3, 2024 launch; WhereToStart purpose; free access; data inputs and anonymisation; 37 cities; partners; distinction from Where to Settle.
- Solski Communications explains its Room for Everyone work →Primary: participating PR agency · Supports: Solski PR role; Polish and Ukrainian micro-entrepreneurs; complementary-business concept; separate Where to Settle campaign.