Our work with Mastercard.

Protecting people from gender discrimination at checkout.

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Insight.

 

32% of people who have shown an ID card with a name or gender that did not match their gender presentation were verbally harassed, denied benefits or services, asked to leave the venue, or assaulted.

As a result, for the transgender and non-binary communities, their payment card can serve as a daily reminder of their misrepresented identity and a danger to their safety. We had to do something about it.

We Introduced True Name—a product that embodies Mastercard’s mission of acceptance. True Name is the first payment product to allow individuals to prominently feature the name they associate with on the front of their cards. The aim was to set a new industry standard to bring historically marginalized groups within the LGBTQIA2S+ community to the forefront.

 

Case study.

 

“Once we understood the struggles of the LGBTQIA+ community, it was incredible to design something we knew was going to make a tremendous impact on peoples’ lives and that our partners would be excited to join us in.”

Executive Vice President
Mastercard
North America
Cheryl Guerin

“This small act helps protect us from discrimination, harassment and physical violence while also validating our existence. I'm optimistic this will inspire more brands to make meaningful change.”

Associate Creative Director
McCann
New York
Lucas Crigler

 

  • We made lasting impact.

    True Name made an immediate and significant impact in culture, the financial services category and the LGBTQIA+ community that continues today.

  • We spurred tremendous positive sentiment.

    Within the first 3 weeks, we garnered 2 billion+ impressions and a 3000% increase in positive brand sentiment on Mastercard channels.

  • We got people and press talking.

    The effort had 19:1 earned to paid ratio, proving that the content showcasing our efforts truly resonated beyond our core audience.

  • We started a movement.

    True Name continues to expand within North America as partners commit to enabling TrueName for their cardholders, including BM Technologies, Republic Bank, BMO Harris, and Citibank.

  • We’re making True Name global.

    True Name is expanding into the European market, via challenger bank bunq in 30 markets across Europe.

  • We set a new industry standard.

    Our competitors and banks changed their own practices, bringing similar products to market: changing the industry, one step, and one name at a time.

Next

Making electric vehicles accessible to everyone.