By Sophie Smith
How many of you think about how your name is written on your bank cards? Probably not many. For the LGBTQ+ community, this thought is there every time they make a purchase. Not having a name that represents your true identity can lead to judgement and questions. This is why Mastercard developed their True NameTM initiative which allows you to put your chosen name on your bank card, without going through the process of legally changing your name.
In week 2 of the MCH8065 PR module, we looked at two-way symmetrical communication and any examples we could find. Initially I didn’t know whether this campaign would come under two-way symmetrical communication, until I looked into it further and found Mastercard’s previous work with the LGBTQ+ community and NYC pride.
A quote from a spokesperson for Inter-LGBT, suggests that this initiative has been developed from requests the LGBTQ+ community themselves, “this initiative reflects the request of trans persons: the recognition of their gender and name by a simple declaration”.
The concept itself was not just an idea Mastercard came up with. The Defenseur des Droits [a concept in France] had been requesting since 2016 that banks should adapt and take into consideration first names. This stemmed from a recommendation made by the Defenseur des Droits, which is an institution in France that focuses on people’s rights.
The supporting quotes and endorsement from the LGBTQ+ community support the view that this initiative has elements of two-way symmetrical communication as it implies that Mastercard have worked with people’s suggestions to develop a mutually beneficial initiative.
Alongside True NameTM, Mastercard have worked on other campaigns such as Acceptance Street in New York, and #AcceptanceMatters. Both of these adding to their ongoing commitment to the community.
More information on the initiative can be found at:
https://www.mastercard.us/en-us/vision/who-we-are/pride.html