Mastercard – True Name

2021 Cannes Lions - Grand Prix for Brand Experience and Activation

Mastercard True Name

Redefining Identity with the Power of Inclusion

Since the beginning of the credit card industry, banks have required people’s legal names to be printed on their cards. For most, it’s something they never have to think about.

But for transgender and nonbinary individuals, that small piece of plastic can become a source of risk, discrimination, or even danger—exposing them to being misgendered or outed when simply trying to make a purchase.

True Name by Mastercard was created to change that.

It allows cardholders to display their chosen name on the front of their credit card, making the everyday act of buying something safer, more affirming, and more aligned with their true identity.

A Brand Using Its Power for Good

True Name isn’t just a campaign or a product—it’s a commitment. One that uses the scale and trust of a global brand to champion inclusion and improve real lives.

Launched in partnership with key LGBTQ+ advocates and financial institutions, the initiative was the first of its kind in the industry—and it became a model for how purpose-led design can lead to systemic change.

“It’s about inclusion. It’s about improving people’s lives. It’s about using the power of your brand to inspire and to make a difference—now and for the future.”
— D&AD Jury Member

• 59 % of people who identify as non‑binary say they feel unsafe while shopping.

• The program is available via multiple issuers and in 32 countries across Europe & North America (as of 2022).

Results & Recognition
– 3+ billion impressions worldwide within three weeks of launch.
– Awarded the D&AD BLACK Pencil and multiple D&AD pencils in 2021.
– U.S. Effie Awards (Gold, Silver, Bronze) in 2020 for effectiveness.