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BMO: Gold Digger
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As part of its longstanding commitment to empowering the female leaders of tomorrow, BMO has launched an online initiative to eliminate discriminatory language in dictionary definitions for terms such as "gold digger" and "shopaholic." Timed to coincide with the International Day of the Girl on Oct. 11, the social media campaign from FCB Canada is an evolution of "Jane’s Story"an initiative timed for International Women’s Day in March that illustrated the subtle but pervasive obstacles women face when it comes to establishing financial independence. BMO is urging consumers to take action through a Change.org petition aimed at eliminating gender bias in dictionary definitions that undermine women’s financial confidence and independence. The creative shows a young girl accompanied by a super featuring the dictionary definitions of terms like “gold digger” and “shopaholic”—both of which contain discriminatory descriptions like “a woman who forms relationships with men purely to obtain money or gifts from them” and “…Diane loved looking for new clothes with her two daughters.” The social media ads use the hashtag #BMOForWomen and #DayOfTheGirl. BMO is also working with influencers to amplify the petition and explore the stereotypes around women and money such as needing a man for financial security and that retail therapy is a cure for feeling down.
Broadcast Producer: Anne-Marie Martignago Related
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