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 Bank Idea: FCB Canada Country: 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

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