MasterCard celebrates Pride month with Your True Self is Priceless campaign

MasterCard has launched the ‘Your True Self is Priceless’ campaign as part of its celebration of Pride month.

This is an omnichannel campaign that extends across live New York City Pride events, a social media activation and into the virtual world through two immersive metaverse experiences in Decentraland and Meta’s Horizon Worlds.

As part of the campaign, MasterCard has asked members of the LGBTQIA+ community to write candid, handwritten letter to their younger selves during any tome in their journey to embracing their true selves. These messages will be collected through social media and be part of a virtual exhibition in Meta’s Horizon Worlds, a gallery in Decentraland, and print, social and other mediums.

Mastercard EVP North America Marketing and Communications Rustom Dastoor said, “Building a world where everyone is included is foundational to Mastercard’s values, and we’re proud to celebrate the LGBTQIA+ community and freedom that comes when people live as their authentic selves—honouring those who are already doing so and those who are still striving for acceptance.

“This year’s Pride brings new opportunities to reach people, both in the physical and digital worlds. We’re excited to come together with our partners to create Priceless Experiences that celebrate, educate, inspire and uplift the community.”

In 2019, MasterCard introduced True Name, a card feature that enables transgender and non-binary cardholders to display their chosen name on their MasterCard.

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