Challenge
To shift perceptions of the LGBTQIA+ community and position Mastercard as a true ally
Mastercard has been a long-standing partner of Pride Amsterdam and an active LGBTQIA+ ally. However, while Pride, including the iconic Canal Parade, is fundamentally an act of visibility and protest, mainstream attention has increasingly focused on the celebration and the party rather than the cause.
Client
Mastercard Netherlands
Sector
Financial Services
Services
Brand Strategy
Campaigns
Community Management
Influencer & Creator Marketing
Production
Search & Data Analytics
Social & Channel Strategy
Acceptance under threat
This celebration often masks a harsher reality: LGBTQIA+ acceptance is under pressure, while misconceptions and violence against the community continue to rise. The true purpose of Pride, claiming public space, being unapologetically yourself and demanding genuine acceptance, was increasingly being overshadowed by the festivities.
An ally beyond the celebration
The challenge was to harness the significant media attention surrounding Amsterdam Pride and deepen understanding of the transgender and non-binary community, while positioning Mastercard as a genuine and active ally.
Solution
Building a platform for authentic, uncensored voices: The Pride Side Podcast
True inclusion starts with creating space for others to be heard. Instead of speaking on behalf of the community through traditional advertising or scripted campaigns, big group proposed a different approach: The Pride Side, a podcast built on co-creation and radical vulnerability. Mastercard embraced the idea, removing scripts and editorial control to create a platform for authentic storytelling.
Four role models, one curious host
The four-part podcast series explored the realities of being yourself and what it takes to feel truly seen, accepted and valued. It featured four prominent voices from the community: drag queen Ma’MaQueen, activist Deen Groothuizen, actress and dancer Marie-Léa, and international model Gia Bab. Popular TV personality Fred van Leer stepped outside his comfort zone and into the interviewer's chair for the first time, approaching each conversation with openness, curiosity and vulnerability. The result was a series of honest, human conversations that helped build understanding and empathy with a broader audience
A social-first launch with omnichannel impact
The campaign launched in early July, one month ahead of Amsterdam Pride, to capture maximum cultural momentum. Built as an LGBTQIA+ inclusion campaign, tailored content and high-impact video snippets were deployed across TikTok, Instagram, Facebook and YouTube Shorts. This social-first campaign was amplified through impactful Digital Out-Of-Home placements, in-depth PR features, and bespoke campaign visuals incorporating personal quotes and handwritten elements co-created with community ambassadors.
Results
Capturing national attention and driving deep engagement
The Pride Side podcast achieved widespread distribution across Spotify, including the GLOW hub, Podimo, Google Podcasts and YouTube, culminating in prominent branding on the official Mastercard boat during the Canal Parade. The series was widely praised across the media and advertising industry as the gold standard for authentic brand commitment, demonstrating how corporate platforms can be used to drive understanding, acceptance and lasting social impact.
Engaging a mainstream audience with authentic stories
Beyond industry recognition, the raw and authentic stories reached millions across the country, generating widespread organic conversation and engagement. The campaign also earned prominent coverage on national television, including feature segments on NOS Journaal, helping bring these important conversations to a mainstream audience. The work went on to receive multiple industry nominations and awards, including recognition from the European Content Awards, Dutch Podcast Awards, Best Social Awards, Lovie Awards, SABRE Awards EMEA, The Webby Awards and European Excellence Awards.
18M
total campaign impressions
7.3M
earned media reach
380K+
minutes listened
Everyone deserves the freedom to be who they are. I am proud that we can share these inspiring stories that we can all learn from. After all, there is still a long way to go in terms of acceptance.
Jan-Willem
Country Manager, Mastercard Netherlands
