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Mastercard’s marketing team was well aware of the challenge inherent in launching the Touch Card, its payment tool for the blind and visually impaired, with a TV commercial.
The idea behind the ad, “Spotlight,” reflects Mastercard’s wider attempt to convey its appeal to all senses, while demonstrating its intention to foster inclusion among underrepresented groups. For example, in July 2020, the financial services provider began a series of inclusive marketing efforts aimed at transgender and nonbinary consumers.