Global campaign leverages real user stories from across the world to reshape crypto’s image in mainstream culture

September 3, 2025 – Dubai, United Arab Emirates – Binance, the world’s largest cryptocurrency exchange by trading volume and users, today announced the launch of an exciting new content series called ‘Humans of Binance.’ This global campaign is designed to humanize crypto through authentic storytelling. It seeks to engage audiences beyond the traditional crypto community by spotlighting real people whose lives have been transformed by blockchain technology and Binance’s ecosystem.

The campaign demonstrates Binance’s continued commitment to its community-centric approach, even in brand campaigns. By focusing on emotional narratives that resonate with everyday users, Binance is taking a different path from the typical crypto marketing playbook filled with technical jargon and hype. Through diverse stories – from retirees embracing new financial skills to parents securing their children’s futures and more – Binance is building deeper brand trust and fostering a sense of community around the promise of financial empowerment.

The debut story features 57-year-old Luis from Latin America, who embraced crypto as a way to stay financially active and connected to a global community. Through Binance Academy, Luis built his knowledge from the ground up, discovering new opportunities to protect and grow his wealth. Beyond his own journey, Luis also creates accessible content that demystifies blockchain technology for everyday users and mentors others in navigating the world of Web3.

Rachel Conlan, Chief Marketing Officer of Binance, shared: “At Binance, we believe authentic storytelling is the foundation for building meaningful connections with people from all walks of life. Through ‘Humans of Binance,’ we’re encouraging everyone to share their unique crypto stories, with the hope that this will be the start of a movement to debunk misconceptions of crypto and highlight its true potential.”

“In a market that is often crowded and misunderstood, emotional narratives like this allow us to cut through the noise, build genuine brand trust, and inspire new users to discover the possibilities of blockchain technology. We are excited to be part of the crypto journey for the next one billion crypto users and beyond,” Rachel added.

In the following few weeks, Binance will be unveiling a new story every week, with each video shining a light on the challenges, opportunities, and insights that have shaped their respective journeys in crypto. The latest videos can be viewed on the ‘Humans of Binance’ landing page.

As part of the campaign, Binance users worldwide are also invited to share their own unique stories using the hashtag #HumansOfBinance. The most inspiring story submissions will be transformed into short animated films and be rewarded from a prize pool of $8000 worth of USDC. To be eligible, participants also need to complete a brief survey.

As the crypto industry continues to evolve, Binance remains dedicated to supporting crypto users with accessible education, secure platforms, and innovative products that unlock new economic opportunities worldwide.