At the corner of Christopher and Gay Streets in New York’s Greenwich Village, passersby will see a host of new names for the latter road thanks to Mastercard.
For Pride, the brand has tacked on nine more street names in an effort to be more inclusive of the LGBTQIA+ community. Dubbed “Acceptance Street,” the rainbow installation is the result of a partnership between Mastercard and New York’s Human Rights Commission, which helped sanction the signs.
Created by McCann XBC, the effort is part of the brand’s #AcceptanceMatters initiative, which it kicked off in 2013.
Additionally, the brand has introduced a product that the LGBTQIA+ community will likely get more use out of. The company’s new True Name card gives transgender and non-binary people the option to use the names they go by—not their deadnames—on cards without the requirement of a legal name change. According to Mastercard, the company is currently working with partners to create the product as well as a sensitive and private process free of personal questions.
“We are allies of the LGBTQIA+ community, which means if we see a need or if this community is not being served in the most inclusive way, we want to be a force for change to help address and alleviate unnecessary pain points,” said Randall Tucker, chief diversity and inclusion officer for Mastercard, in a statement. “This translates not only for our Mastercard employee community but for our cardholders and the communities in which we operate more broadly. Our vision is that every card should be for everyone.”