Mastercard’s marketing team was well aware of the challenge inherent in launching the Touch Card, its payment tool for the blind and visually impaired, with a TV commercial.
The idea behind the ad, “Spotlight,” reflects Mastercard’s wider attempt to convey its appeal to all senses, while demonstrating its intention to foster inclusion among underrepresented groups. For example, in July 2020, the financial services provider began a series of inclusive marketing efforts aimed at transgender and nonbinary consumers.
In the case of the Touch Card, which was introduced last October, the goal is to reach out to the globe’s 2.2 billion blind and visually impaired people. There’s an underlying purpose at work here too. Mastercard’s naturally interested in being seen positively by people who view themselves as allies and supporters of LGBTQIA+ and visually impaired populations.
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