Mastercard announced on Thursday (Jan. 18) the launch of “Start Something Priceless,” a new campaign in which the payment company is trying to inspire people to pursue their passion or purpose.
In a press release, the company refers to “Start Something Priceless” as a call to action. Raja Rajamannar, chief marketing and communications officer, noted that the new effort comes at a time when consumers want more from their brands than just advertising.
“This is a time when people truly believe in their own power to fuel change, and whether big or small, an action has the ability to make the world a better place," said Rajamannar. "That movement is what we aim to unleash this year.
"Every day at Mastercard, we work to make a difference in communities across the world, whether that’s reversing the cycle of poverty with the World Food Programme, donating to Stand Up To Cancer to give more people support in their fight, or bringing young girls into our family to inspire and prepare for a career in STEM," he added.
With hopes that the effort will spawn a movement, Mastercard is encouraging consumers to share their pledges to pursue a passion or purpose or to make a difference using the hashtag (#StartSomethingPriceless). The company said consumers can choose any commitment that improves or enriches their lives.
Mastercard plans to bring its "Start Something Priceless" campaign to U.S. audiences via the GRAMMY Awards, with a focus on emerging musicians who have overcome adversity to realize their dreams.
The company also announced it would explore new ways to aid people in making a difference, including interactive donation billboards installed in the city of Paris that let people donate a week of meals for a school child via contactless payments. As part of a partnership with the World Food Programme, Mastercard is aiming to deliver 100 million school meals.