Mastercard
Pride
A corporate pride sponsorship without the rainbow washing
For the 50th Anniversary of the LGBTQIA+ rights movement, we sought to make a meaningful impact in the community. We did so with two initiatives: True Name and Acceptance Street.
True Name
Giving transgender and nonbinary people the right to display their chosen names on the front their cards
It’s why we created True Name, a feature that gives them the opportunity to to display their chosen name, regardless if they’ve legally changed it. So far, the campaign has inspired banks and issuers to implement True Name in +30 regions around the world. Even competitors like Visa have adopted the practice of allowing people to use their preferred name.
Case Study
Social Film
Acceptance Street
Renaming an iconic NYC street sign to recognize people of all identities
The intersection of Christopher and Gay Streets in NYC is an iconic corner down the block from the Stonewall Inn, where the riots and the eventual the revolution began for the LGBTQIA+ rights movement. Partnering with the NYC Commission of Human Rights, we took this symbol of the community and made it a bit prouder for World Pride 2019.
Case Study
An AR lens let people bring Acceptance Street to any street.
OOH along the Pride parade route
Drinks in Drag
At the party on “Pride Island,” LGBTQIA+ mixologists redressed popular drinks with new ingredients and more fabulous names. There was the Queen Mojita, Papi Piño Colado, and of course, Bubbles Martina!
