Climate change threatens our world. We are all aware that we have to change something. Many Germans want to do something but are overwhelmed by the task and don't know where to start. So people's motivation turns into resignation. The result: many do not change anything and believe their contribution is too small and cannot make a difference. Mastercard is a global brand with many initiatives to help the environment. But many people are not aware of this. The task was to establish the brand's ambitions in the context of sustainability with the target group and, at the same time, support people in making a contribution.

Mastercard understands how interconnected the world is, and they have seen firsthand how their commitment to environmental and social responsibility is directly connected to their continuing success as a business. They are applying their technology, products, services, insights and partnerships, along with their people, to address urgent social, economic and environmental challenges on a commercially sustainable basis, helping ensure that people can reach their full potential, that economic growth is inclusive, and that the planet can thrive. And it involves organizing Mastercard it self around sound and ethical business practices that are guided by clear and sustainable purposes. “Doing well by doing good” is the guidance for all their activities and part of their business DNA.

Mastercard wants to activate people and help them make a contribution. And that simply every day. The campaign invites everyone to join Mastercard® in protecting what is truly Priceless®. Our world. We are working with international and regional partners such as Conservation international, Doconomy, and Everwave, a German start-up that removes waste from rivers. By linking each transaction to an environmental contribution, cardholders are motivated to use their card more often and thus help the environment.

For 82% of Germans, environmental and climate protection is essential. 85% also expect solutions and programs from brands to protect the climate. This is where Mastercard®, a brand that plays a role in people's lives every day, can provide support. The campaign's target group is the Green Audience, which potentially includes 22 million people in Germany and is 18-54 years old, depending on the channel.

The campaign ran from October to December 2021, with a TVC that promoted our message, "For a world without an expiration date. Let's preserve what is truly Priceless®," to the target group. With the cardholders' transactions, everyone could take action and help save our world from having an expiration date. Each transaction helped plant trees and remove plastic waste from rivers. Online banners and videos increased the campaign's reach. People could learn more about all Mastercard's initiatives on the landing page. Like the Carbon Calculator, for example, a tool that allows you to determine your carbon footprint. Our followers received valuable tips and suggestions to become active on our social media channels. Influencers joined the campaign and became ambassadors for a world without an expiration date.

Through the transactions in just three months, 525,000 trees were planted, and 100 tonnes of plastic waste were removed from rivers. The campaign was so successful that 20% more banks participated than in other campaigns. 50,000 smaller merchants also participated in the campaign. Engagement rates on social media increased by 197%, and there were 83% positive sentiments. In total, the campaign reached 271 million media impressions. Altogether 88% of the target group was reached.