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BMO: The Yukon Soaps Company
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BMO is living its Purpose by way of the bank’s commitment to zero barriers to financial progress through a powerful storytelling campaign from FCB Canada. Using more than 20 pieces of content ranging in length from 15 seconds to a 10-minute short documentary, the Barrier Breakers campaign tells the story of The Yukon Soaps Company founder and owner Joella Hogan, and how she overcame barriers facing Indigenous-women-owned businesses to become the success she is today. The Yukon Soaps Company is located in Mayo, Yukon, the traditional territory of the First Nation of Na-Cho Nyäk Dun. Joella’s more than 20-year-old company creates handcrafted soaps using ingredients like wild rose petals and juniper berries sourced from the Boreal Forest. The social media campaign captures the beauty of the Mayo region and highlights the influences that the Indigenous community has on Joella’s business. The spot shows how, recognising Joella’s drive and dedication, BMO Relationship Manager Cassandra Sole worked with her to create a business case for securing a loan to help her move her home-based business into a new space and increase production. In addition to the social media campaign, a longer 12-minute cut of the documentary is now live for Canadians to stream. More Than Gold: The Story of The Yukon Soaps Company is available on the CBC Gem app and the Roku app as of November 14th and running for four weeks, as well as on BMO’s YouTube channel. The campaign ladders up BMO’s Zero Barriers to Inclusion Strategy, a multi-year commitment focused on providing access to opportunities for groups facing systemic barriers, including Black and Indigenous communities.
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