Mastercard has added a new wrinkle to its famed Priceless campaign, which has already spanned two decades.

The company worked with its creative agency, McCann, for the last year to develop the addition to the campaign.

Called “Start Something Priceless,” the new effort is meant to inspire people to do something they have always wanted to do—read more, exercise regularly—while also inspiring them to make a difference.

“Priceless used to be about Priceless moments, observing them and celebrating them,” explained Raja Rajamannar, chief marketing and communications officer at Mastercard.

“What we also looked at was that Priceless was mostly used as an advertising platform and we said that’s probably shortchanging ourselves.

Priceless should be infused into everything we do in marketing and everything we do as a company.”

The text above is a summary, you can read full article here.