Mastercard: #AcceptanceMatters

Credit-card brand Mastercard appealed to the LGBTQIA+ community in the US with the launch of its True Name card via a street installation in New York's West Village during the World Pride festival.

Campaign details

Brand: Mastercard Agency: Ketchum, McCann, BMF

Situation Analysis

The concept of acceptance virtually defines Mastercard's products and services. Having your name on a Mastercard effectively allows retailers to "accept" you at the point of sale. But in recent years, acceptance has taken on an even deeper meaning for the brand.

For many in the LGBTQIA+ community, the name on their card does not reflect their true identity. For the transgender and non-binary communities in particular, the card in their pocket can serve as a source of sensitivity, misrepresenting their true identity every time they are...

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