Why Mastercard’s True Name card for the LGBTQ+ community gets full marks, but the ad fails to match up
![Why Mastercard’s True Name card for the LGBTQ+ community gets full marks, but the ad fails to match up](/imager/features/mastercards-true-name-card-gets-full-marks-but-this-ad-fails-to-match-up/4093/street-lead_66bbdf7ed4f61d71755be29800c98e6e.jpg)
The Background
Mastercard has taken the commendable step of allowing members of the LGBTQ+ community to use their chosen names on their bank card as opposed to their assigned names.
It’s a fantastic example of a brand listening to an actual need in the community and rising to meet it.
The Big Idea
The campaign launched with a stunt to rename Gay Street near the legendary Stonewall uprising with all the different monikers of the LGBTQ+ community, sanctioned by the Human Rights Commission.
What They Did
Created signage on Christopher Street and filmed a one-minute spot with different community members coming together and looking awed that Mastercard had put up a sign.
The Review
The product and service – amazing.
The ad agency made an ad.
It looks like an ad and feels like an ad; it’s trite and doesn’t express any of the complexity.
The general thinking in the community is that Pride is about RESPECT not ACCEPTANCE – that denotes that permission needs to be given for someone to be who they are.
![Cars](/imager/features/mastercards-true-name-card-gets-full-marks-but-this-ad-fails-to-match-up/4144/cars_b8a7d9426d44becbfab22c3e3256f6d7.jpg)
In Hindsight
Tell actual stories, inform people, move people, create allies, celebrate the triumph of the community. Don’t self-congratulate and put your logo on a movement and a political uprising.
Support organisations that advance the rights of community members that face issues around ‘true names’ such as Trans Justice Funding Project.
When it comes to scoring, I give Mastercard True Name product ten out of five, but the ad agency stunt and expression two out of five – for at least putting it out there.
This is another example of ivory tower ad agencies missing the point.
The content is blah and self-congratulatory; you don’t get a pat on the back for doing the right thing.
The content looks and feels shallow, particularly in the context of the commodification of Pride.
![Card 3](/imager/features/mastercards-true-name-card-gets-full-marks-but-this-ad-fails-to-match-up/4146/card-3_73bd651ee5004c2171ca5dc27e609d87.jpg)
![Card4](/imager/features/mastercards-true-name-card-gets-full-marks-but-this-ad-fails-to-match-up/4147/card4_73bd651ee5004c2171ca5dc27e609d87.jpg)
![Card6](/imager/features/mastercards-true-name-card-gets-full-marks-but-this-ad-fails-to-match-up/4149/card6_73bd651ee5004c2171ca5dc27e609d87.jpg)
![Card5](/imager/features/mastercards-true-name-card-gets-full-marks-but-this-ad-fails-to-match-up/4148/card5_73bd651ee5004c2171ca5dc27e609d87.jpg)
![Card 2](/imager/features/mastercards-true-name-card-gets-full-marks-but-this-ad-fails-to-match-up/4145/card-2_73bd651ee5004c2171ca5dc27e609d87.jpg)
![Card 7](/imager/features/mastercards-true-name-card-gets-full-marks-but-this-ad-fails-to-match-up/4150/card-7_73bd651ee5004c2171ca5dc27e609d87.jpg)
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