“True Name” is a bold Mastercard statement that gives depth and meaning to the brand’s Acceptance Matters brand purpose.
Supporting the program, which began last year as part of the WorldPride celebration, is “a powerful insight, a truth, and a painpoint for the transgender and non-binary communities,” reported Anthony DeRojas, director/consumer marketing at Mastercard.
The simple truth for these consumers, he reported to an online Association of National Advertisers’ (ANA) Multicultural Conference, is that “the name on their card products does not always reflect their true identity.”
In addressing this deep, emotionally painful problem, Mastercard has pursued the...