Financial Awareness: Financial fairness

BMO Harris Bank, a financial services brand, increased brand favourability in the US by launching a series of videos that showed how a lifetime of negative stereotyping inhibits a woman's confidence with money.

Campaign details

Brand: BMO Harris BankIdea: FCB CanadaCountry: Canada

Why is this work relevant for Creative Strategy?

BMO's purpose is to boldly grow the good in business and in life, with a key driver being support for women's initiatives. We wanted to harness BMO's purpose to tackle the pervasive gender bias that has been damaging to women's financial self-belief and security for years. While the financial category has touched on women's lack of financial confidence, we wanted to strategically take it deeper by uncovering the root cause. Our strategy led us to expose the financial...

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