Situation Analysis
Mastercard has been supporting the LGBTQIA+ community for more than a decade, under its "Acceptance Matters" platform.
Understanding the lived experience of people is central to ensuring authenticity. The idea behind this campaign was conceived when a member of the integrated agency team, who is Transgender, shared a personal story and experience he had using his credit card: A deli merchant called out his order based on the name on his credit card (which was his "dead name," and feminine), putting his safety at risk.
So, we asked ourselves, could Mastercard do something to remedy this problem? If...