BMO continues Jane's Story campaign
BMO Financial Group will begin a new phase of its campaign “Jane’s Story” on Oct. 11 to coincide with the International Day of the Girl. Developed by FCB Canada, the social media campaign is intended to highlight “social conditioning and gender-based stereotypes” that obstruct women seeking to establish financial independence. The initiative proposes the elimination from dictionaries of terms deemed discriminatory, such as “gold digger” and “shopaholic.” Consumers are encouraged to sign an online petition at Change.org in support of the idea. The campaign also includes online videos. Media work is being conducted by UM.
“The first step to financial empowerment for women is understanding the societal issue that may be holding them back,” said Jennifer Carli, head of brand and social media at BMO. “We are using the petition to raise awareness of the impact that the words we use can have on women’s financial confidence, and we’re inviting consumers to help us make a change for the next generation of girls.”