BMO's 'Jane's Story' campaign is an emotional and empowering ad launched in celebration of International Women's Day 2020. The campaign tells the story of Jane who grows up lacking confidence when it comes to her finances. As the subject grows older, her husband is shown to manage all finances, leaving her overwhelmed and financially insecure following his tragic and unexpected death.
The ad concludes with the powerful statement "when we tell girls they're bad with money, they believe it." The statement is followed by a message reading "let's change the future of women and money."
"Despite the strides that have been made in gender equality, stereotypes about women and money prevail. It is time we change the conversation that contributes to women feeling less confident with their finances," said Catherine Roche, Chief Marketing Officer and Head, Social Impact, BMO Financial Group, explaining the organization's goal to empower women to feel confident about their financial futures.