Apart, but united: a new Mastercard campaign brings consumers together while they stay apart
MIAMI, FL | April 13, 2020
Campaign in Latin American and the Caribbean underscores the importance of unity under extraordinary times of social distancing
#apartbutunited
As we all continue to experience the first global pandemic in the digital age, Mastercard is quickly understanding a new consumer paradox: the need for physical self-isolation against the need to feel united as friends, families, and colleagues.
To help consumers navigate through this period of isolation, the regional campaign – Apart, but united – provides reassurance and peace of mind to cardholders, reminding them that they can use Mastercard products and services to manage their daily lives, finances, and shopping needs while making the most out of the time they have to spend at home. The campaign also spotlights opportunities the stay-at-home reality is inadvertently providing including, starting new projects, playing sports, re-connecting with old friends, and discovering new talents we never knew we had.
“It’s moments like these where we are reminded that time spent with our families and friends are truly priceless,” said Roberto Ramirez Laverde, Senior Vice President, Marketing and Communications for Latin American and the Caribbean. “Every day, Mastercard is enabling commerce and delivering trust in every transaction. This campaign is just one way to extend those activities while helping to create some unique experiences.”
Developed in partnership with McCann Worldgroup the campaign is based on three principles focused on guiding cardholders in the region through their shopping needs online, helping them get the best value and offering peace of mind in their purchases given the security offered by Mastercard products:
- The campaign’s manifesto establishes our brand point of view and encourages consumers to stay at home and follow local guidelines: Apart, but united.
- Consumer education focused on key product benefits and characteristics as well as personal finance tips.
- Reinforce connections through relevant offers, coupled with at-home experiences offered in collaboration with our strategic partners.
The campaign, which officially launches April 13th, will be distributed via digital channels and cable TV in Colombia, Mexico, Brazil, Ecuador, Chile, Panama, Costa Ria, Guatemala, Dominican Republic, Puerto Rico and Jamaica.
Electronic payments can create a world with greater opportunities for all. While Mastercard’s main business is to enable global commerce, given this sensitive period, the company is going beyond commerce to support its communities. To this end, the company has announced various initiatives:
Mastercard, The Bill & Melinda Gates Foundation, and Wellcome committed up to $125 million in seed funding to speed-up the response to the COVID-19 epidemic by identifying, assessing, developing, and scaling-up treatments through a Therapeutics Accelerator. Additionally, the company committed $250 Million to support small businesses across the globe. It also championed efforts to raise limits for contactless payment transactions across Latin America & Caribbean as a growing number of merchants are encouraging consumers to pay with contactless over cash to avoid contact. Mastercard also is supporting parents by extending access to its signature STEM curriculum, Girls4Tech™, through a suite of new online, creative educational resources via Girls4Tech Connect.
Mastercard is aware of the difficult times that consumers, governments and other organizations in general are going through globally, and it is developing new and creative ways to use its global digital infrastructure and brand strength to keep the economy moving while also impacting society in a positive way. "Now, more than ever, we know that together we are starting something that is priceless," added Ramirez Laverde.
