對于許多跨性別者和非二元性別者來說，當他們卡上的姓名與真實身份不符時，經(jīng)常會發(fā)生騷擾、攻擊或拒絕服務等負面經(jīng)歷。面對這一狀況，萬事達卡“True Name”計劃，允許跨性別者和非二元性別者在卡片上使用他們選擇的名字，而不是法定出生姓名。
長期以來，萬事達卡一直是積極推動LGBTQ+平等的倡導者，2019年還曾推出“彩虹街”來表達對這一群體的支持。
True Name
項目信息
品牌/廣告主
MasterCard? 萬事達卡
營銷機構
Creative Agency 創(chuàng)意代理商
McCann 麥肯
參與者
獎項榮譽
2021
Cannes Lions
PR | Market Disruption
Gold
2021
Cannes Lions
Direct | Consumer Services / Business to Business
Gold
2021
Cannes Lions
Creative Strategy | Market Disruption
Bronze
2021
Cannes Lions
Brand Experience & Activation | Market Disruption
Grand Prix
2021
Cannes Lions
Brand Experience & Activation | Customer Acquisition & Retention
Silver
2021
Cannes Lions
Brand Experience & Activation | Launch / Re-launch
Silver
2021
Cannes Lions
Creative Business Transformation | Product
Bronze
2021
Cannes Lions
Direct | Challenger Brand
Bronze
2021
Cannes Lions
PR | Consumer Services / Business to Business
Silver
2021
D&AD Awards
Advertising | PR | Public Affairs
Graphite Pencil
2021
D&AD Awards
Advertising | PR | B2C
Graphite Pencil
2021
D&AD Awards
Advertising | Experiential | Community
Black Pencil
2021
D&AD Awards
Advertising | PR | Product Launch
Graphite Pencil
2021
D&AD Awards
Advertising | PR | Integrated
Wood Pencil
2021
LIA
Branded Entertainment | Social Awareness
Bronze
2021
LIA
Transformative Business Impact - Commercial Transformation | Customer Experience
Finalist
2021
ADC Awards
Advertising/Innovation / Direct
Bronze Cube
2021
ADC Awards
Advertising/Design for Good / Advertising / Single
Silver Cube
2021
ADC Awards
Product Design/Design for Good / Product Design
Gold Cube
2021
ADC Awards
Product Design
Best in Discipline
2021
ADC Awards
Advertising/Out of Home / Point of Purchase
Silver Cube
2021
ADC Awards
Brand / Communication Design/Innovation
Silver Cube
2021
ADC Awards
Experiential Design/Design for Good / Experiential Design
Merit
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