True Name by Mastercard
For many transgender and non-binary people, the name on their credit card doesnât reflect who they are. This mismatch can lead to embarrassment, discrimination, and even danger during everyday transactions. In response, Mastercard launched âTrue Nameâ, a campaign and product innovation that allows individuals to use their chosen name on their cardâwithout requiring a legal name change. It wasnât just a featureâit was a fight for recognition.
Campaign Overview
Developed by McCann New York, âTrue Nameâ launched in 2019 during Pride Month. Mastercard partnered with LGBTQ+ advocacy groups like GLAAD to understand the barriers faced by trans and non-binary individuals. The campaign introduced a new card feature that allowed users to display their chosen nameâwithout needing to go through the often costly and bureaucratic legal name change process.
The campaign included a hero film, social media content, influencer partnerships, and a rollout with select banks like Citi and BMO. It also featured real stories from trans individuals, highlighting the emotional impact of being recognized by name.
Campaign Objective
Mastercard aimed to:
Address a real pain point for transgender and non-binary consumers
Reinforce its brand positioning around inclusion and innovation
Drive systemic change within the financial industry
Spark conversation around identity, dignity, and access
The goal was to make financial services more humanâby letting people be seen as they truly are.
Execution
Product Innovation: Mastercard developed a backend system that allowed chosen names to appear on cards while maintaining legal compliance.
Hero Film: A moving video featured trans individuals sharing stories of misgendering and the power of being called by their true name.
Partnerships: Collaborated with GLAAD, Citi, and BMO to pilot and expand the feature.
Social Media Activation: #TrueName trended across platforms, with users sharing their own stories and reactions.
Pride Integration: The campaign was launched during Pride Month and featured in parades, panels, and LGBTQ+ events.
Brand Impact
âTrue Nameâ positioned Mastercard as a leader in inclusive finance. It resonated deeply with LGBTQ+ consumers and allies, earning praise from advocacy groups and industry peers. The campaign also set a precedent for other financial institutions to followâproving that systemic change can start with a single product feature.
Results
The True Name Campaign by Mastercard achieved extraordinary global reach, generating over 1.5 billion impressions and earning the Cannes Lions Grand Prix in Innovation. The initiative was adopted by major banks, including Citi and BMO, and featured in leading outlets such as Fast Company, AdAge, and LGBTQ+ media. The campaign drove a significant lift in brand sentiment among Gen Z and LGBTQ+ audiences, with a remarkable 3,000% increase in positive brand perception, solidifying Mastercardâs commitment to inclusivity and social impact.
Lessons Learned
âTrue Nameâ teaches us that small changes can have profound impact. The campaign also shows the power of listening to underserved communitiesâwhen you build with empathy, you build loyalty. And finally, it proves that innovation isnât just about techâitâs about people.
