Jack Dorsey’s Block Launches Campaign To Get People Spending Bitcoin
Bitcoin Magazine Jack Dorsey’s Block Launches Campaign To Get People Spending Bitcoin Block has launched a campaign to get people on a Bitcoin standard. This post Jack Dorsey’s Block Launches Campa...
The NYSE-listed company announced Thursday it had debuted an advertising campaign to make the push for people to use the leading cryptocurrency as a medium of exchange.
It comes as the U.S. is in the midst of an affordability crisis, with high prices a hot topic — perhaps the most pressing — amongst voters ahead of the midterm elections. Dorsey and Block have constantly pushed for bitcoin to be used to pay for goods.
“At Block, we’re focused on building financial products that make everyday life easier,” said Bitcoin Lead at Block Miles Suter said in a statement.
He added: “This campaign is our first major illustration of what a Bitcoin-centric financial system could look like, and we’re excited to show how it can make a meaningful difference in people’s lives.”
An advert accompanied the announcement on X. It featured everyday Americans complaining about the cost of living and other things, such as Wall Street bankers getting bailed out by the government.
Block said in its announcement that the campaign starts rolling out on Thursday across YouTube, X, Meta, Instagram, and on television through Fox Sports until December 31. The ads will also run in theaters at select screenings of movies Avengers: Doomsday and Dune 3.
The billionaire founder of Twitter left the social media company to focus his efforts on payments and Bitcoin adoption in 2021, saying he wants the cryptocurrency to be the global currency.
Cash App allows users to send and receive and buy and sell Bitcoin and point-of-sale terminals. Square accepts the orange coin via the Lightning Network.
Block also last year debuted a Bitcoin mining rig with swappable parts, with the idea that miners could cut costs on repairing and replacing the devices.
Asanat Analysis — Why it matters
Block's campaign signals a deliberate pivot from Bitcoin-as-store-of-value narratives toward circulation narratives—treating BTC as functional currency rather than digital gold. This reflects tension within Bitcoin discourse: maximalists emphasize scarcity and hodling, while payment advocates argue adoption requires spending velocity. Block's resources (Cash App, Square merchants) position it to move beyond rhetoric, but historical attempts at BTC spending campaigns (El Salvador, merchant adoption via BitPay) show friction remains high due to volatility, fees, and tax treatment.
The timing matters: sustained macro volatility and regulatory clarity gaps make BTC spending adoption challenging for everyday users. Block's campaign likely targets merchants and ecosystems where volatility matters less—potentially leveraging its existing Cash App merchant base. Success depends on whether spending incentives overcome practical barriers (settlement speed, exchange rate risk) rather than messaging alone. This also signals Block's strategic bet that Bitcoin infrastructure, not fiat-adjacent stablecoins, is its core long-term play.