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Web Film
BMO: Jane's Story
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BMO is taking a public stand to promote women’s financial empowerment this International Women’s Day. The new campaign from FCB Canada sheds light on stereotypes and terms like “gold digger” and “trophy wife” that, over time, can erode a woman’s financial confidence. This initiative raises awareness of this unconscious societal issue and the lifelong consequences of telling women that they are bad with money. The language that society, the media and even families use to talk to girls and women about money can lead to a loss of financial confidence and ultimately worsen financial inequality. Only 31 per cent1 of women believe that they are "financially knowledgeable," and the median retirement savings for women is just two-thirds that of men. Told through the eyes of a woman named Jane, the campaign consists of a series of vignettes that depict Jane in various stereotypical scenes showcasing how women are often treated as if they are bad with money. The ending shows Jane trying to understand and manage her finances after her husband’s death and feeling overwhelmed, reinforcing that when society tells girls they are bad with money, they grow up believing it.
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