Mastercard has tapped actor and singer Jennifer Hudson to help promote its new "Strivers Initiative," a consumer-facing platform supporting Black female business owners.

The campaign, via McCann along with will.i.am, features Hudson performing "Aint' No Mountain High Enough" and showcases some of the female Black business owners who will benefit from the scheme. The commercial was produced by women-owned Little Minx, and helmed by Black director Child, whose work includes music videos for the likes of Janelle Monae and Issa Rae. It's running nationally in primetime slots.

"Strivers Initiative" will include a grant program in partnership with Fearless Fund, a VC fund built by women of color for women of color, as well as a multi-city educational road show driving awareness of the state of women and minority-owned business in cities across the U.S. 

“For years, Black women have built businesses at a pace far greater than any other minority group, with a focus on building businesses that give back to their communities,” said Cheryl Guerin, EVP Marketing and Communications in North America for Mastercard. “The pandemic has delivered financial headwinds that threaten the economic progress of Black female business owners and because of this, Mastercard is taking action, while also calling on consumers and corporates alike to shop, share and support these women."

Other financial organizations have stepped up to support Black women entrepreneurs as well, including this initiative from American Express featured in our Black History Month Creative Excellence series, from Team Epiphany. 

Speaking of female trailblazers, Ad Age is currently accepting entries for Ad Age Leading Women Europe. This annual program recognizes influential women in the industry who reside and work in Europe. Entries are complimentary and are due by Feb. 24.