Mastercard highlights value of inclusion in new autism campaign

Mastercard is turning the spotlight on one of the world’s most overlooked communities—those living with invisible disabilities like autism.

Based on research by Mastercard, in Singapore alone, over 5,000 children under the age of 20 are on the autism spectrum, and diagnoses are rising globally, with one in 100 children being identified with the condition. Despite these growing numbers, societal understanding remains limited, leaving many individuals and their caregivers to navigate a world that often lacks empathy for their unique challenges.

In response, Mastercard has launched its #AcceptanceMatters campaign, an initiative aimed at transforming how the public views and supports individuals with autism. The campaign includes real-life stories and collaborations with disability organisations. 

At the heart of Mastercard’s decision to focus on autism lies a commitment to diversity, equity, and inclusion. Speaking with Campaign, Julie Nestor, executive vice president of marketing and communications, Asia Pacific at Mastercard, reflected on the importance of this initiative in Singapore.

She says: "Here in Asia Pacific, when we analysed how we could make the biggest impact on inclusion in this region, we were struck by the data: globally, one in six people live with a disability, and up to 80% of those have a non-visible disability like autism, dyslexia, or dementia. This campaign is part of our broader commitment to supporting persons with invisible disabilities."

The #AcceptanceMatters campaign spotlights real-life stories of individuals on the spectrum and their caregivers. By raising awareness, Mastercard hopes to not only change perceptions but also normalise conversations around autism. Nestor adds, "The rising diagnoses in children in Singapore—one in 100 children, up from one in 150 in 2016—also inspired this campaign. We realised that there isn’t yet a deep enough level of understanding and acceptance about autism in the community. The goal is to encourage a more inclusive society by being more accepting of neurodiversity."

A key element of the campaign is Mastercard’s collaboration with organisations that bring expertise in invisible disabilities and autism. These collaborations, which include Hidden Disabilities Sunflower (HDS), St. Andrew’s Autism Centre (SAAC), HSBC, and Frasers Property Singapore, aim to provide tangible support for individuals with autism and other non-visible disabilities. Hidden Disabilities Sunflower, a well-known organisation in raising awareness for invisible disabilities, brings its Sunflower symbol to Singapore through the campaign. The symbol, worn on lanyards and pins, discreetly signals that individuals may need additional support, allowing people with invisible disabilities to navigate public spaces with greater ease.

To ensure authenticity, Mastercard worked closely with St. Andrew’s Autism Centre (SAAC), a Singapore-based organisation that provides support for individuals with autism. SAAC’s insights were instrumental in shaping the campaign’s narrative, ensuring it resonates with the neurodivergent community and accurately reflects their experiences.

HSBC has also played a key role by training its customer-facing staff in Singapore to recognise the Sunflower symbol. This initiative equips employees to assist individuals with non-visible disabilities without the need for explicit requests, ensuring that those with autism or other conditions feel supported. “We are dedicated to ensuring that individuals with non-visible disabilities feel supported and respected,” said Ashmita Acharya, head of wealth and personal banking at HSBC Singapore.

Meanwhile, Frasers Property Singapore has introduced sensory-friendly adjustments in 79 of its retail outlets, implementing ‘Calm Hours’ where lighting is dimmed and noise is reduced to create a more comfortable atmosphere for individuals with sensory sensitivities.

McCann Worldgroup, the creative agency behind Mastercard’s ‘Priceless’ platform, is responsible for the campaign’s storytelling and visual approach. Valerie Madon, chief creative officer of McCann Worldgroup Asia Pacific, talks about the emotional impact they sought to achieve.

"The most important element is the idea that acceptance is the most priceless thing for people with hidden disabilities such as autism. Accepting them for who they are and understanding what they go through daily with their caregivers can truly change their lives,” she says.

Valerie Madon, chief creative officer, McCann Worldgroup Asia Pacific

Madon notes that the campaign’s authenticity was ensured through close collaboration with SAAC and experts in the field. “From the outset, we worked closely with St. Andrew’s Autism Centre and Hidden Disabilities Sunflower to make sure that every aspect of the campaign was accurate and helpful. All of our talents are individuals with autism, representing the full spectrum from mild to severe. It’s a true reflection of how autism affects people across different walks of life.”

The creative team chose to use a black-and-white aesthetic to "reflect the authenticity of the stories being told". Special filmic effects and sound design were incorporated to simulate the heightened sensory experiences that individuals with autism often face. This approach aims to immerse the audience in their world.

Throughout the filming process, the production team also took measures to create a low-stress environment for the participants. “We were very careful to ensure that the entire production process was an enjoyable experience for them,” Madon explains. "By partnering with the teachers at St. Andrew’s, we were able to adjust filming to ensure that the individuals involved felt comfortable, supported, and were able to participate in a way that was meaningful for them."

The campaign's OOH poster

This attention to detail extended to the use of real people with autism, representing the full spectrum of the condition, to ensure that the campaign reflected an honest and diverse portrayal of the community. “It was important for us to shine a light on the community by telling their stories authentically,” Madon added. 

The campaign includes a dedicated website that showcases stories from individuals with autism and their caregivers. The platform, enhanced with immersive sound and visual effects, is aimed at helping visitors gain a deeper understanding of the sensory challenges many on the autism spectrum face. "We want people to think about their daily actions and how they can contribute to inclusion," says Nestor. "This campaign is about normalising conversations around disabilities and ensuring that people with autism are accepted for who they are."

Within the company, Mastercard has implemented several key initiatives to support employees with disabilities, particularly those with invisible conditions.

"As part of our ‘In Solidarity’ commitment, we’ve launched several initiatives to empower our employees and leaders to drive inclusion,” says Nestor. “These include a structured Accommodations framework that allows employees to equitably engage with work, new training programmes for leaders focused on empowering inclusion, and a hiring playbook that incorporates inclusive hiring practices."

In addition to these internal policies, the brand hosts quarterly events through its Employee Resource Group, Adapt, which is dedicated to persons with disabilities. "We are also working to improve the accessibility of our physical workspaces, products, and technology to better support employees with disabilities," Nestor adds. Future plans include launching a self-identification functionality within their HR system, allowing employees to disclose their disability status and help shape Mastercard's inclusion strategies.

Looking ahead, Mastercard plans to expand the #AcceptanceMatters campaign, working with its organisations to offer more resources and support for caregivers and individuals with autism. Nestor shares, "This is just the beginning. We are committed to evaluating the outcomes of this campaign and exploring new initiatives that will continue to support this cause."

Madon reflects, "What’s meaningful for people with autism is public acceptance. When society knows how to behave and support them, it can be life-changing. We believe that the best way to keep the story fresh is to ensure it remains informed by first-hand experiences."