In the evolving world of cryptocurrency, numbers and code often dominate discussions but Rachel Conlan, Chief Marketing Officer at Binance, is pushing a different narrative: one grounded in people and their stories. In her recent conversation, Conlan explains how “Humans of Binance” is not just a marketing campaign, but a purposeful attempt to humanize digital assets through global storytelling.

Instead of focusing solely on trading charts or technological innovation, Conlan argues that crypto’s real appeal lies in how it can transform lives. She highlights how Binance has reached more than 290 million users across over 100 countries, and that much of this reach has come by putting human stories front and center. The campaign spotlights individuals from small entrepreneurs to mothers, students, and community leaders who have used blockchain tools in unexpected, often deeply personal ways.

“One of the aims is to debunk misconceptions,” says Conlan. By showing how real people use crypto in their daily lives whether it’s for cross-border remittances, financial inclusion, or preserving wealth she hopes to change the perception of digital assets from speculative tools to practical, empowering resources.

A central thread in her approach is authenticity. Conlan acknowledges how the crypto world has been strained by skepticism, regulatory uncertainty, and occasional bad actors. But she sees storytelling as a bridge: by focusing on lived experience rather than hype, the industry can build trust.

Under her guidance, India has played a prominent role in this narrative shift. According to campaign reports, stories like that of Mohit Malhotra a marketing professional and father who navigated blockchain literacy to support his family’s future have resonated strongly in South Asia. India is also ranked top in the 2025 Global Crypto Adoption Index by Chainalysis, making it fertile ground for human-driven crypto storytelling.

Conlan anticipates that new stories will roll out weekly across digital channels, often with animated visuals or short films. Users worldwide are encouraged to share their journeys under #HumansOfBinance some of which may be selected and transformed into visual stories backed by funding from Binance.

To Conlan, this is more than branding it’s part of a mission. She views storytelling as a way to reset expectations around crypto: from speculative to accessible, from mysterious to meaningful. Her hope is that as more voices are heard, the divide between technology and real lives will narrow and more people will see blockchain not as an abstract future, but a tool that touches their world today.