For transgender and non-binary people who continue to face injustice and prejudice, shopping can be an ordeal: most banks demand a customer uses their birth name.
Mastercard, an official sponsor of World Pride for a decade, was the first financial brand to change this when it rolled out its True Name card in December, enabling a person to use their chosen, true name on their credit or debit card.
A new spot by McCann New York shows why that move was important to members of the community.
It shows a transgender man using his True Name card to make a purchase in a shop, while a narrator says: “For transgender people, a secure payment doesn’t mean protecting yourself from someone buying sneakers with your card.
“No, if you’re transgender, a secure payment means paying for something without being judged, questioned, disrespected, humiliated, harassed, even assaulted—simply because the name on your card doesn’t match how you identify.
“This is about more than keeping a card safe. This is about keeping us safe.”
Last year, Mastercard supported Pride and the True Name product with a visually powerful stunt with New York’s Human Rights Commission.
McCann XBC, the dedicated practice for the financial giant, created “Acceptance Street,” an installation on the corner of Christopher and Gay Streets in New York’s Greenwich Village.
“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,” said Randall Tucker, chief diversity and inclusion officer for Mastercard, and an Adweek Pride Star, last year.
Agency: McCann New York
Chief Creative Officers: Thomas Murphy and Sean Bryan
EVP, Global ECD: Piérre Lipton
EVP, ECD: Pete Jones
President, Creative Europe, Global ECD: Adrian Botan
SVP, GCD: Cinzia Crociani
VP, creative director: Leopold Billard
ACD: Lucas Crigler
Senior Art Director: Andre DeCastro
Chief Production Officer: Nathy Aviram
Producer: Liz O’Connor
SVP, Executive Producer: Eric Johnson
Production Company: Hungry Man