Mastercard Put Up This Remarkable Street Sign in NYC, 50 Years After Stonewall

Greenwich Village now has 'Acceptance Street'

Here's a Pride Month sign of support from Mastercard—11 signs in one, to be exact. 

Working with NYC's Human Rights Commission and McCann XBC, the company placed a rainbow installation of markers celebrating diverse sexual orientations and gender identities at the corner of Gay and Christopher Streets in New York's Greenwich Village. 

The color scheme for "Trans St." is an especially clever touch. 

Part of Mastercard's #AcceptanceMatters initiative, the installation, known as "Acceptance Street," sits at an important location for the LGBTQI+ community, near the Stonewall Inn, site of the 1969 riots that helped ignite the gay liberation movement nationwide. 

In the video below, folks discuss the installation's significance and the lasting impact of Stonewall on their lives. 

The signs will remain throughout the Pride celebrations while Mastercard works with the city to make the installation permanent.

What's more, the company is introducing a product that will allow people to use their chosen names on credit, debit and prepaid cards. This move should resonate among transgender and non-binary people, whose legal names (aka "deadnames") often don't reflect their true identities. 

"We are working with our issuing banks to make them aware of this need, and we are calling on the industry to apply these standards to everyone," says Mastercard evp of marketing and communications Cheryl Guerin. "Banks can make this available to their customers very easily. All that is needed is a question that asks consumers what name they would like to appear on the card as part of the application process. The cardholder name that appears on the card is at the issuer's discretion." 

Watch the clip below for more details about the "True Name" program, which will include a sensitive and private sign-up process free of personal questions. 

CREDITS

Agency: McCann XBC
Pierre Lipton: EVP, Global Executive Creative Director
Adrian Botan: Global Creative Director
Pete Jones: EVP, Executive Creative Director
Joel Rodriguez: EVP, Executive Creative Director
Carlos Wigle: VP, Creative Director
Evan Benedetto: VP, Creative Director
Antonia Orol-Berlinger: Art Director
Noah Benezra: Senior Copywriter
Morgan Mack: Copywriter
Lucas Crigle: Associate Creative Director
Mikayla Lapierre: Junior Art Director
Hope Nardini: Copywriter
Nathy Aviram: Chief Production Officer
Judi Nierman: SVP, Executive Producer
Christine Lane: SVP Executive Producer - Innovation
Dagmar Wong: Senior Integrated Producer
Liz O'Connor: Producer
Amber Briscoe: Senior Integrated Producer
Veronica Bertran: Managing Director
Shelley Bowcher: VP, Account Director
Mariano Pintor: Account Supervisor
Oriol Bombi: EVP Global Strategy Director
Dan Cohn: SVP , Group Strategy Director
Rosalind Mowitt: Senior Strategist
Nina Kossoff: Strategist
Danielle Karr: VP, Social Strategy Director
Kristen Levy: Social Strategist
Eric Perini: Content Creator
Brett Berman: Content Creator
Aude Cuenod: Content Creator
Jeremy Miller: Chief Comms Officer
Traction Creative: Sign Production Company
John Clang: Photographer
Shannon Botts: Craft Post Producer
Benny Karas: Craft Colorist
Jon Smith: Craft Audio Mixer
Ilya Katsap: Craft Editor
Deb McMurtrey: Craft Editor
Christine Doughty: Craft Assistant Editor
Ted Maniatakos: Craft Editor
Adam Hirsch: Craft SVP, Head of Content NA
Ray Klonsky: Craft Executive Producer
Amalia Bradstreet: Craft Line Producer
Dave Waldron: DP
Carrie Cheek: Camera Operator
Kimberlee Venable: 1st AC
Georgia Krause: 2nd AC
Ray Richards: Gaffer
Scott Ray: Key Grip
Tyler Postiglione: Sound Mixer
Tim Race: Sound Mixer
Jacqueline Helene: Hair / Make-Up Artist

Client: Mastercard
Cheryl Guerin: Executive Vice President, North America Marketing & Communications
Jim Issokson: Senior Vice President, North America Communications
Seema Chibber: Senior Vice President, North America Consumer Marketing & Sponsorships
Sarah Ely: Vice President, North America Communications
Anthony DeRojas: Director, North America Consumer Marketing
Gregg Weiss: Director, North America Digital & Social Marketing
Christine Lustig: Director, North America Media Planning
Kellen Burger: Manager, North America Consumer Marketing
Tara McKenna: Manager, North America Media Planning
Marisa Bianchi: Senior Specialist, North America Sponsorships
Margaret Curran: Senior Specialist, North America Communications
Chanelle Lowe: Specialist, North America Digital & Social Communications
Harshana Badlani: Specialist, North America Communications

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David Gianatasio
David Gianatasio is senior editor at Clio Awards.

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