2023 Winner

CASE SUMMARY

Despite significant advances made by the Government of Canada towards the human rights of trans people, including naming discrimination based on gender identity and expression as an offence under the Human Rights Act and being the first country to collect census data on the transgender population, trans Canadians still face prejudice. In 2022, 98% of Canada's trans community reported at least one experience of transphobia. A recent Mastercard survey in Canada showed that moments of payment can trigger these troubling experiences, and 90% of LGBTQIA2S+ individuals used an ID that didn't match their gender identity or name, resulting in feelings of embarrassment, anxiety, and frustration. Until now, consumers could only get a credit card in their legal name unless they legally changed their dead name to their chosen name, which is costly and complex.

To address this issue, Mastercard launched the True Name feature in Canada, enabling people to have their chosen name on the front of their credit card and avoid the embarrassment and anxiety attached to using a card with their 'dead' name. To build a trusted connection with the LGBTQIA2S+ community, Mastercard worked with advocate groups and individuals to understand their experiences using a card, from small moments of frustration to verbal harassment endured by many trans individuals trying to purchase something.

To demonstrate their commitment, Mastercard partnered with BMO as an issuing partner and worked with 13 trans and/or non-binary influencers to share their personal stories through social media, media content partnerships with Narcity and The Kit, web content, and PR. They also worked with BMO to develop internal training to ensure a safe and approachable complete experience.

To ensure authenticity, they partnered with non-binary filmmaker Na Forest Lim to develop a series of powerful films celebrating each hero, approaching everything with sensitivity and understanding.

The campaign resonated with Canadians, particularly trans Canadians, and hundreds of eligible BMO cardholders signed up for a True Name card in just the first few months. The campaign generated over 8.1 million impressions through earned media and a staggering 29.9 million reach via social. Crucially, the influencer content connected with the LGBTQIA2S+ community with a 10.26% engagement rate, removing fear, frustration, and embarrassment for many members of the trans and/or non-binary community
in Canada.

Credits

McCann Canada
Josh Stein - CCO
Gail Pak - VP Creative Director
Mike Shuman - Creative Director
AJ Jones, CSO
Emily MacLaurin-King - VP Group Account Director
Lynda East - Account Director
Jill Simmonds - Account Supervisor
Jordan McConnell - Account Executive
Jacqueline Bellmore - Executive Producer
Liliane Clune - French Producer
Thibaut Delelis – Copywriter French

Production:
Production Company – Alfredo Films
Holly Rowden and Alexander Henry - Executive Producers
Na Forest Lim – Director
Katy Marvala – Line Producer
Shady Hanna – DOP

Post Production:
Editorial Company – Saints Editorial
Corinne Grans-Wood – editor
Julie Simmons – Editor
Emily McKay – Executive Producer
VFX and Colour - RedLab
Jason Zukowski – Colourist
Andy Hunter – Flame Artist
Madison Paquin – Producer
Cynthia Verona – Executive Producer
Audio House – Grayson Matthews
Ali Milner – Director
Brian Bernard – Engineer
Kelly McClusky – Executive Producer

Ketchum (PR)
Erin Manning - Managing Director
Fiona Bang - Managing Account Supervisor
Michaela DiMarcantonio - Account Supervisor
Rachel Bennett - Associate Account Executive
Katie Beckett - Associate Account Executive

Carat (Media)
Carieanne Nickerson – Client Lead
Jorgianna Cooper – Associate Account Director
Jeynal Sumar – Group Director, Digital Strategy
Sundas Rasool – Digital Strategist
Yaseen Azam – Digital Planner
Alexandre Mayer – Senior Media Planner
Ondine Troutbeck – Director, Broadcast Investments
Tania Dominguez – Senior Broadcast Buyer
Vanessa Coutinho – Account Director