Block has introduced “Bitcoin Does,” its first mass-consumer advertising campaign for Bitcoin, targeting 60 million Americans who are curious about the cryptocurrency but have not yet used it. The campaign is led across Block’s Cash App, Square and Proto businesses, and focuses on practical use rather than technical explanations.
According to Bitcoin Magazine, Maria Pesce, Block’s head of Bitcoin Marketing, said the advertising avoids lengthy explanations of mining and blockchain technology. Instead, the films are designed to demonstrate what Bitcoin can do in everyday situations and to make the first step appear more accessible to potential users.
A campaign built around utility
The central message draws on feedback from Cash App users and Square sellers. One Square seller described Bitcoin as “more honest money,” a view that helped shape the campaign’s language and themes. The films connect that sentiment with concerns about inflation, bailouts and the role of private equity in the economy.
The campaign also presents ideas associated with Bitcoin ownership, including its fixed supply and the ability to hold funds independently through self-custody. The material describes these concepts as part of the reasons some younger people are choosing Bitcoin, while also focusing on people who do not currently own it.
Pesce discussed moments when people unfamiliar with Bitcoin began to understand its potential through practical examples. Block’s stated design goal is to make using Bitcoin feel as straightforward as sending an email, rather than requiring consumers to first master the technology behind the network.
From advertising to real-world experiences
Block is also showcasing Bitcoin through an activation called Lightning Lake at ComplexCon. Visitors could fish for Bitcoin and make payments over the Lightning Network, a system designed to facilitate Bitcoin transactions. The event gives consumers a direct demonstration of receiving and spending Bitcoin rather than only seeing it presented in an advertisement.
The discussion also highlighted Square’s 0% Bitcoin processing fees. The source material did not provide additional details about the fee policy, but included it among the features connected with continued use of Bitcoin by Square customers.
Bitcoin market picture
Moneyiar market data at 08:28 on October 24, 2026, showed Bitcoin at $80,688.263244589, down 1.23% over 24 hours and 1.14% over seven days. Other listed assets were also lower: Lighter was $3.0959836853, down 9.72% in 24 hours and 3.22% over seven days; Plasma was $0.0746665431, down 4.86% and 9.02%, respectively. RealLink was $0.0100747766, down 86.56% over 24 hours and 86.35% over seven days, with that reading dated September 15, 2026, at 07:04.
