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.
What Makes This Trend Stand Out
- Empowering Women in Finance
- Disruptive innovation opportunity: Develop financial literacy programs and resources specifically tailored to women, addressing the gender gap in financial confidence.
- Challenging Gender Stereotypes
- Disruptive innovation opportunity: Create advertising campaigns and educational initiatives that challenge traditional stereotypes about women and money, promoting empowerment and financial independence.
- Personalized Financial Education
- Disruptive innovation opportunity: Utilize technology and data analysis to provide personalized financial education tools and resources, helping individuals overcome financial insecurity and build confidence.
Sectors Adopting This
- Banking and Finance
- Disruptive innovation opportunity: Develop innovative financial products and services that cater to the unique needs and preferences of women, promoting financial inclusion.
- Advertising and Marketing
- Disruptive innovation opportunity: Collaborate with brands and organizations to create empowering ad campaigns that challenge societal norms and inspire women to take control of their financial futures.
- Education and Training
- Disruptive innovation opportunity: Partner with educational institutions and online platforms to offer comprehensive financial literacy programs that address the specific challenges faced by women.
