It seems that, like in one of its two latest campaigns, Mastercard has found itself at a crossroads. Fortunately, it also seems that the multinational services corporation is heading the right way. What would that be, you might ask? Towards the Acceptance Street, that is.

On Monday, June 17th, Mastercard showed its continued support of World Pride with a colourful installation at the intersection of Gay and Christopher Streets, New York City, cleverly called “Acceptance Street”. This, rather unusual, street sign continues Mastercard’s #AcceptanceMatters initiative and comes as a symbol of support for the growing LGBTQIA+ community, 50 years after Stonewall riots.

The official street sign now expands from the usual Christopher and Gay St. to read Lesbian, Bisexual, Transsexual, Queer, Intersex, Asexual, Non-Binary, Pansexual, Two Spirit, + Street. The leader in global payments and technology worked with the city’s Human Rights Commission to sanction these unique signs, which were then crafted by the same company that builds the regular street signs for New York City. According to the card provider, “the effort signifies Mastercard’s ongoing commitment to inclusion, diversity, and acceptance.”

Cheryl Guerin, Executive Vice President Marketing & Communications, Mastercard North America, further explains the importance the company wishes to give to the LGBTQIA+ community: “At Mastercard, inclusion and acceptance are what we believe in as a company and promote within our company’s culture. […] As we commemorate the 50th anniversary of Stonewall, we want to remind everyone that inclusion and acceptance matter. We have made progress but there is still work to do to ensure that everyone has a way to express their true selves. A day with 100% acceptance would truly be priceless.”

What’s even more important to see, is Mastercard’s forward thinking and dedication to setting new standards for inclusion of gender minorities in the marketplace. What seems like a pretty straightforward thing—that most of us wouldn’t even realise—the name on our credit, debit, or prepaid card does not reflect everyone’s true identity. Especially for many members of the LGBTQIA+ community. Yes, we might not realise this, but as a result, for the transgender and non-binary communities in particular, the card in their pocket does not serve as a source of convenience and form of payment. No, for them, it acts as a double-edged sword, a source of sensitivity, which misrepresents their true identity when shopping and going about their daily lives.

Today, Mastercard is making a commitment to address this challenge by introducing the True Name™ card. The company and its partners have created a product, as well as a sensitive and private process free of personal question, that will allow for true names—not deadnames—to appear on cards without the requirement of a legal name change. A process that can be painful, and very long, for many members of the LGBTQIA+ even in welcoming states like California. Moreover, each state and federal agency in the US has an independent standard and process for gender change. So, yes, not having to change one’s name legally, should ease a major pain point for the transgender and non-binary community.

According to a study shared by the company, nearly one-third (32%) of individuals “who have shown IDs with a name or gender that did not match their presentation reported negative experiences, such as being harassed, denied services, and/or attacked.” As a result, it’s understandable that many transgender individuals choose to forego the cost, complexity, and anxiety associated with official name and gender changes. Until this day, this discrimination has carried through to their cards and payment mechanisms.

It’s a revelation to see Mastercard ‘call on the industry’ to apply these standards for everyone, ensuring a way for people’s financial products to reflect their true identity. Mastercard unveiled this initiative at a panel discussion with the New York City Commission on Human Rights on Monday, June 17th, and is working to bring the True Name™ card to market. “We are allies of the LGBTQIA+ community, which means if we see a need or if this community is not being served in the most inclusive way, we want to be a force for change to help address and alleviate unnecessary pain points,” Randall Tucker, Chief Diversity and Inclusion Officer for Mastercard, supports the company’s stance. It’s only fair to say that both campaigns come from the creative minds working at McCann XBC.

Lastly, Mr Tucker adds: “This translates not only for our Mastercard employee community but for our cardholders and the communities in which we operate more broadly. Our vision is that every card should be for everyone.” Just as all cards should be…

Credits:

Campaigns: ACCEPTANCE ST & TRUE NAME

Agency: McCann XBC
EVP, Global Executive Creative Director: Pierre Lipton
Global Creative Director: Adrian Botan
EVP, Executive Creative Director: Pete Jones
EVP, Executive Creative Director: Joel Rodriguez
VP, Creative Director: Carlos Wigle
VP, Creative Director: Evan Benedetto
Art Director: Antonia Orol-Berlinger
Senior Copywriter: Noah Benezra
Copywriter: Morgan Mack
Associate Creative Director: Lucas Crigle
Junior Art Director: Mikayla Lapierre
Copywriter: Hope Nardini
Chief Production Officer: Nathy Aviram
SVP, Executive Producer: Judi Nierman
SVP Executive Producer – Innovation: Christine Lane
Senior Integrated Producer: Dagmar Wong
Producer: Liz O’Connor
Senior Integrated Producer: Amber Briscoe
Managing Director: Veronica Bertran
VP, Account Director: Shelley Bowcher
Account Supervisor: Mariano Pintor
EVP Global Strategy Director: Oriol Bombi
SVP, Group Strategy Director: Dan Cohn
Senior Strategist: Rosalind Mowitt
Strategist: Nina Kossoff
VP, Social Strategy Director: Danielle Karr
Social Strategist: Kristen Levy
Content Creator: Eric Perini
Content Creator: Brett Berman
Content Creator: Aude Cuenod
Chief Comms Officer: Jeremy Miller

Sign Production Company: Traction Creative
Photographer: John Clang
Craft Post Producer: Shannon Botts
Craft Colorist: Benny Karas
Craft Audio Mixer: Jon Smith
Craft Editor: Ilya Katsap
Craft Editor: Deb McMurtrey
Craft Assistant Editor: Christine Doughty
Craft Editor: Ted Maniatakos
Craft SVP, Head of Content NA: Adam Hirsch
Craft Executive Producer: Ray Klonsky
Craft Line Producer: Amalia Bradstreet
DP: Dave Waldron
Camera Operator: Carrie Cheek
1st AC: Kimberlee Venable
2nd AC: Georgia Krause
Gaffer: Ray Richards
Key Grip: Scott Ray
Sound Mixer: Tyler Postiglione
Sound Mixer: Tim Race
Hair / Make-Up Artist: Jacqueline Helene

Client: Mastercard
Executive Vice President, North America Marketing & Communications: Cheryl Guerin
Senior Vice President, North America Communications: Jim Issokson
Senior Vice President, North America Consumer Marketing & Sponsorships: Seema Chibber
Vice President, North America Communications: Sarah Ely
Director, North America Consumer Marketing: Anthony DeRojas
Director, North America Digital & Social Marketing: Gregg Weiss
Director, North America Media Planning: Christine Lustig
Manager, North America Consumer Marketing: Kellen Burger
Manager, North America Media Planning: Tara McKenna
Senior Specialist, North America Sponsorships: Marisa Bianchi
Senior Specialist, North America Communications: Margaret Curran
Specialist, North America Digital & Social Communications: Chanelle Lowe
Specialist, North America Communications: Harshana Badlani