Mastercard Celebrates Pride Month with Your True Self is Priceless Campaign
11 June 2022 - 2:15AM
Business Wire
Your True Self is Priceless Campaign,
Sponsorship of Historic New York City Pride, Social Media
Activation and Two Immersive Metaverse Experiences Create
Opportunities for Education and Celebration
This Pride month, Mastercard® is proud to continue its
longstanding support of the LGBTQIA+ community through Your True
Self is Priceless, a campaign designed to celebrate the power
that comes from embracing and living as your authentic self.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20220610005456/en/
Mastercard Celebrates LGBTQIA+ Community
with Your True Self is Priceless Pride Campaign (Graphic: Business
Wire)
The Your True Self is Priceless omnichannel campaign
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 is asking members of the LGBTQIA+
community to write candid, handwritten letters to their younger
selves during any time in their journey to embracing their true
selves however they choose. These heartfelt messages collected
through social media will celebrate the positive power of truth and
authenticity and will be part of a virtual, immersive exhibition in
Meta’s Horizon Worlds, a gallery in Decentraland, and print, social
and other mediums. People can share advice to their younger selves
by following Mastercard on Instagram and Tiktok.
This celebration of Pride builds on Mastercard’s commitment to
the LGBTQIA+ community, following the company’s 2019 introduction
of True Name, a card feature allowing transgender and non-binary
cardholders to display their chosen name on their Mastercard,
giving them a way to proudly represent their true self and
increasing their comfort and safety in everyday transactions.
“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—honoring those who are already doing so and those
who are still striving for acceptance,” said Rustom Dastoor, EVP
North America Marketing and Communications, Mastercard. “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.”
Kicking off today, live and online events scheduled throughout
the month include:
- As a proud partner of Heritage of Pride and sponsor of New York
City Pride, Mastercard is sponsoring the Pride Island music
festival (June 25th – 26th), NYC Pride’s The Conference (June
25th), the Pride Presents film festival (June 17th) and the NYC
Pride March (June 26th)
- Mastercard partnered with Brooklyn-based illustration artist
Shanée Benjamin to design the NYC Pride March float celebrating the
Your True Self is Priceless campaign. Look for members of
the community, allies, partners and Mastercard employees as they
celebrate Shanée’s art and the community at large at the first
in-person March held since 2019
- Priceless Experiences are available on priceless.com,
connecting people to their passions through dining and fitness
experiences. Cardholders can enjoy a multi-course meal under the
stars by celebrity chef Susan Feniger on the rooftop of the Los
Angeles LGBT Center, with proceeds from the dinner being donated to
the Center. Experiences with Melba Wilson of the famous Melba’s
Restaurant in Harlem, a Pride-themed mixology class with Happy Cork
and a Barry’s class will have proceeds being donated to GLAAD
during Pride Week as well.
With our physical and digital lives becoming more united than
ever, Mastercard is also offering immersive virtual experiences
that allow for self-expression and celebration.
In Decentraland’s month-long global Metaverse Pride celebration,
the Mastercard Pride Plaza will offer opportunities for community
members and allies to connect in a space where attendees are
encouraged to be their truest selves. Guests can experience:
- Appearances, candid conversations with LGBTQIA+ thought leaders
and engagements with confirmed guests including Candis Cayne,
Mastercard Chief Inclusion Officer Randall Tucker, Mastercard EVP
of Global Brand Innovation and Strategy Cheryl Guerin, Ketchum
President and CEO and GLAAD Board Director Mike Doyle, Mastercard
Chief Technology Risk Officer Abby Fiorella, NYC Pride Executive
Director Sandra Perez, Lesbian, Gay, Bisexual & Transgender
Community Center Executive Director Glennda Testone and more
- A surprise musical performance
- Limited edition NFT wearables in the Artist Showcase from
artists including Shanée Benjamin, Rahemur Rahman, Laurel
Charleston, Patrick Church and Orly Anan and Rainbow Lobsters
- Celebration in the Decentraland Pride Parade, where
Mastercard’s NYC Pride March float designed by Brooklyn-based
illustration artist Shanée Benjamin will also appear
In collaboration with Meta’s Creative Shop and world creators
RhondaX and SKitter, Mastercard is launching True Self World on
June 21st in Horizon Worlds, a free, social experience that allows
people to explore, connect and celebrate their true selves in
virtual reality. Available in the U.S. and Canada, True Self World
will serve as an ongoing virtual space where members of the
LGBTQIA+ community and their allies can meet and interact in an
immersive world through their Meta Quest 2 headsets. True Self
World is part of Meta’s Pride World Hub, built by LGBTQIA+ creators
and will include communal and private discussion areas, games and
other interactive activities, a virtual version of Mastercard’s
Acceptance Street sign, displays of the community’s letters and
more.
Comments From Our Partners
"We are beyond excited that Mastercard has chosen to partner
with Decentraland for Metaverse Pride. Mastercard is a brand with
legitimate history of supporting LGBTQIA+ voices. It is a
tremendous responsibility to build a safe, inclusive, and welcoming
space for everyone in the metaverse. We are thrilled about
Mastercard's experience, they understood the assignment." - Iara
Dias, Head of Metaverse Pride, Decentraland
“Mastercard’s collaboration with McCann, Creative Shop and
creators RhondaX and SKitter to build True Self World is a
beautiful example of how people can create inclusive communities in
a way that may not be possible in the physical world. It’s
inspiring to see how brands like Mastercard are using virtual
reality to both celebrate important cultural moments like Pride and
create accessible spaces for the LGBTQIA+ community year-round.” -
Nada Stirratt, VP Global Business Group at Meta
“I’m so proud to partner with Mastercard to bring unapologetic
expression to NYC Pride and the Metaverse through joyful
illustration.” – Shanée Benjamin, Brooklyn-Based Artist
About Mastercard (NYSE: MA)
Mastercard is a global technology company in the payments
industry. Our mission is to connect and power an inclusive, digital
economy that benefits everyone, everywhere by making transactions
safe, simple, smart and accessible. Using secure data and networks,
partnerships and passion, our innovations and solutions help
individuals, financial institutions, governments and businesses
realize their greatest potential. Our decency quotient, or DQ,
drives our culture and everything we do inside and outside of our
company. With connections across more than 210 countries and
territories, we are building a sustainable world that unlocks
priceless possibilities for all.
www.mastercard.com
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Alyssa Rosenblatt alyssa.rosenblatt@mastercard.com
914.249.1564
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