| Brief | We created True Name: the first payment product where people could feature their chosen name on their card.Mastercard went to banks with support from the LGBTQIA+ community. There was some interest, but no banks would commit. But we believed in the idea, so put our reputation on the line – and announced True Name anyway.This was a bold and unprecedented challenge to the market: we were announcing a credit card that we couldn’t make without a bank – to convince banks that it had to be made.Mastercard launched the idea for True Name through a 360 campaign at World Pride 2019 in NYC. This included creating panels where Trans and Nonbinary advocates spoke on the impact True Name could make to people’s everyday lives, PR placements, advertisements during the Pride Parade broadcast, and social and OOH placements. |
