“Women are bad with money.” It’s a myth, of course, but it is entrenched in the way people behave every day, nonetheless. This International Women’s Day, BMO Financial Group and FCB Canada set out to change the relationship between women and finances.
Their campaign sheds light on stereotypes and terms like “gold digger” and “trophy wife” that, over time, can erode a woman’s financial confidence. It raises awareness of this unconscious bias and the lifelong consequences of telling women that they are bad with money.
The language that society, the media and even families use to talk to girls and women about money can lead to a loss of financial confidence and ultimately worsen financial inequality. Only 31% of Canadian women believe that they are “financially knowledgeable,” and the median retirement savings for women is just two-thirds that of men, according to a survey on gender differences in financial knowledge.
“Despite the strides that have been made in gender equality overall, data continues to show that women feel less confident in their financial futures, and we are all a part of changing that conversation,” stated Catherine Roche, chief marketing officer & head, social impact, BMO Financial Group. “At BMO, we recognise the power of women and their contributions to the economy and believe that real financial progress — for everyone — starts with feeling empowered.”
The campaign film tells the story of a woman whose life is shaped by various stereotypical events that highlight how women are often treated as if they are bad with money. It then returns to a pivotal point in her life and changes it, to end with the suggestion of hope.
https://youtu.be/R3seOG5bH5g
“While many banks talk about the gender disparities in the finance industry, they rarely address the bias that causes this inequality,” explained FCB Canada co-chief creative officer, Nancy Crimi-Lamanna. “We’re proud to be creative partners with BMO to take a stand to promote financial confidence for women.”
The hero film was directed by Academy Award-nominated documentary film director, Hubert Davis, and will run in Canada and the US with paid digital media focused in Toronto and Chicago.
The campaign is detailed in the campaign website.
BMO is a longtime supporter of the advancement of women:
- In 2018, BMO announced its commitment to advancing $3 billion in capital to women-owned businesses across Canada. Since making this commitment, BMO’s women-led small business clients have grown by almost 10%.
- In 2019, BMO became the first bank in Canada to sign the UN Women’s Empowerment Principles – which offer guidance on how to promote gender equality and women’s empowerment in the workplace, marketplace and community.
- BMO Celebrating Women has recognised 170 women in communities across North America for their achievements in business growth and philanthropy and community involvement.
- Women make up over 41%of BMO’s senior leadership positions in North America.
Credits:
Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Group Creative Directors: Andrew McPhee & Jeremiah McNama
Associate Creative Director: Elma Karabegovic
Copywriter: Shannon McCarroll
Broadcast Producer: Anne-Marie Martignago
VP, Managing Director: Tracy Little
VP, Group Account Director: Erin Howes
Account Director: Allison Lochhead
Account Supervisor: Ali Gayowski
Project Manager: Camille vanGroll
Chief Strategy Officer: Shelley Brown
Planning Director: Eryn LeMesurier
Agency Producer: Anne Marie Martignago
Director: Hubert Davis
Line Producer: Trudy Turner
DOP: Kiel Milligan
Editing: Rooster Editing
EditOr: Michelle Czukar
Executive Producer: Samantha MacLaren
Post Production: Alter Ego Post
Colourist: Eric Whipp
Flame Artist: Darren Achim
Music: Apollo
Music Director & Composer: Daenen Bramberger
Executive Producer: Tom Hutch
Client: BMO
Head, Marketing and Strategy: Catherine Roche
VP North American Brand & Social Media: Jennifer Carli
Director, Brand Advertising: Shelley Johnsen
Manager, Brand Management & Enterprise Marketing: Kaleigh MacMaster
