Mastercard: Launching True Name in Europe

Mastercard, a financial services corporation, launched a European campaign to position itself as an active LGBTQIA+ ally and leader in financial inclusion, raise awareness, and broaden consumer understanding.

Assignment

For many in the LGBTQIA+ community, the name on their credit or debit card does not reflect their identity. They often encounter sensitivity or even harassment and changing your name is an arduous legal process.

Mastercard addresses the challenges of misrepresentation with True Name, a card feature enabling people to display their chosen name on their card, helping ease a major pain point for many in the LGBTQIA+ community.

The assignment was to launch True Name in 30 European countries with an emotionally impactful marketing communications campaign. The timeframe from development to execution was less than three months.

Challenge...

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