Standing out in an industry that traditionally stays behind the scenes, leading commerce platform and payment facilitator Shopify is taking its message directly to the public with its first brand campaign, titled, “Let’s Make You a Business.”

“Starting and running a business unlocks incredible freedom for entrepreneurs, but it can also be a daunting process,” Jeff Weiser, chief marketing officer for Shopify, said in a press release.

“Shopify exists to help merchants every step of the way, and our new campaign is meant to inspire future entrepreneurs to start their own journey. This is a major milestone for Shopify as we grow our brand and continue working to make commerce better for everyone.”

The campaign will run through the middle of the summer in 12 markets in the U.S. and Canada, the company said. It will include ads on TV and radio as well as social, digital video, and out-of-home advertising, such as billboards and signs. 

The campaign targets potential small business owners in the idea generating stage. The creative includes taglines such as, “Let’s make what you do for fun, what you do for a living” and “Let’s make you that thing you thought of three months ago.”

Shopify has previously taken its offerings to the street, opening with a Los Angeles retail spaceintended as a community where business owners can come for networking and education.

And in a speech at last year’s partner conference, Shopify COO Harley Finkelstein describedthe company’s role in developing and supporting the future of entrepreneurship as a movement to “level the playing field” for “the masses.”

“The danger is that if we’re not careful, and we’re not focused, then the future of commerce will be held in the hands of a few monolithic players who will decide when, where and how commerce takes place. And for the future of commerce to not only survive, but to thrive, it needs to be in the hands of the many, not the few,” he told the audience.