Mastercard Providers Campaigns
Campaign Concepting, Copywriting
OVERVIEW: These are a few of the campaigns I created for Mastercard’s Providers card. The card gives people a single, simple way to manage multiple government benefits. The challenge was to take a complex, often confusing benefits story and express it in clear, confidence-building visuals and copy across key channels.
Campaign Concept — This Card Provides
This campaign presesnts the service as a practical solution and an emotional solution since it makes understanding government benefits easier and offers additional support. It also provides the user with the feeling of more agency over their finances, which is a common struggle in this demographic.
Campaign Concept — That Face When (TFW)
Here I play into that feeling you get when you’re unsure of your available funds. The feeling of anxiety or dread when you swipe a card at a shop, and hope you don’t get declined.
The Providers app promises to eliminate that uncertainty.
Campaign Concept — Everybody Hurts
The app’s users are, by definition, not having the best time in their lives. For whatever reason, they are having to turn to the government for financial help. This can be a demoralizing situation.
Providers is committed to treating all their users with respect and dignity. This campaign lets users know they are not alone and they can bounce back with a little help.