strategy, campaign development, editorial & content, design, influencer co-creation, production, distribution, OOH, community management
In cooperation with Table for Ten
Million Impressions
Thousand listened minutes
Million earned media Reach
Country
The LGBTQIA+ community is facing an increase of misconceptions and challenges. How can we raise awareness to broaden consumer understanding of the transgender and non-binary community, and further position Mastercard as an active ally for the community.
Rather than speaking on behalf of the community, the campaign needed to be centred on impact, prioritising inclusivity through community co-creation. In an engaging way, leveraging authentic voices and perspectives.
We co-created a podcast platform hosted by Fred van Leer (TV-personality) and part of the community), interviewing:
1. Deen (he/him they/them)- Discussing gender identity, queer joy, and masculinity.
2. Ma’MaQueen (she/her they/them) – Advocating for the queer community, femininity, and drag history.
3. Marie-Lea (she/her) – Exploring the ballroom scene, queer culture, and experiences as a trans woman.
4. Gia Bab (she/her)- Addressing challenges faced by a trans woman in the fashion industry.
The Pride Side was praised as an example of true commitment, using the power of the brand to inspire and make a difference now and for the future.
The campaign was nominated and awarded at: The Best Social Awards, European Content Awards, Sabre Awards, European Excellence Awards, Webby Awards and a Lovie award.
