For transgender and non-binary individuals, their name is an essential part of their identity. Yet they are still confronted daily with a name that does not reflect their true identity, for example on their debit card. This sensitivity creates shame and sadness. And not only the name itself, even a name change is a long and arduous process. That's why Mastercard designed True Name™, which enables transgender and non-binary individuals to customize their preferred name. And bunq cardholders can now apply for a new card that displays their chosen name.
True Name™ was already introduced in the United States last year. Mastercard & bunq asked us to develop the European campaign to also support the European transgender and non-binary community. Together with six European transgender and non-binary individuals, we created an emotional document that tells their story about how important your true name really is.
True Name™ was launched on the International Day Against Homophobia, Biphobia, Intersexphobia & Transphobia (IDAHOBIT) in more than 30 European countries.