BMO - Remove gender bias from dictionaries #DayOfTheGirl (2020) - Canada

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.

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.

“These biased words are so ingrained in our culture,” Elma Karabegovic, Associate Creative Director, FCB Canada. “By officially amending the meanings, we can start changing old and outdated habits. It will take time, but this is the first step.”


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.


“The first step to financial empowerment for women is understanding the societal issue that may be holding them back,” said Jennifer Carli, VP Head, Brand & Social Media, BMO Financial Group. “We are using the petition to raise awareness of the impact that the words we use can have on women’s financial confidence, and we’re inviting consumers to help us make a change for the next generation of girls.”


BMO has made empowering women one of the cornerstones of its business, including investing more than $3 billion in capital over three years to women-owned businesses and programs. Since the funding was announced in 2018, BMO’s growth in loans to these Canadian women-owned businesses has surpassed the national average by nearly 3%.


For more information on BMO for Women, visit:, and for more details on BMO’s commitment to diversity and inclusion, visit:


Follow @BMO on Twitter to join the conversation using #DayoftheGirl

About BMO Financial Group 

Serving customers for 200 years and counting, BMO is a highly diversified financial services provider - the 8th largest bank, by assets, in North America. With total assets of $974 billion as of July 31, 2020, and a team of diverse and highly engaged employees, BMO provides a broad range of personal and commercial banking, wealth management and investment banking products and services to more than 12 million customers and conducts business through three operating groups: Personal and Commercial Banking, BMO Wealth Management and BMO Capital Markets.




Title: Jane / International Day of the Girl


Client: BMO

Head, Marketing and Strategy: Catherine Roche

VP North American Brand & Social Media: Jennifer Carli
Director, Brand Advertising: Shelley Johnsen
Senior Marketing Manager, Brand Advertising: Kaleigh MacMaster


Creative Agency: FCB Canada

Chief Creative Officer: Nancy Crimi-Lamanna

Group Creative Director: Andrew McPhee & Jeremiah McNama

Associate Creative Director: Elma Karabegovic

Art Director: Hussein Rumaithi

Copywriter: Shannon McCarroll

Copywriter: Caleb McMullen

Broadcast Producer: Anne-Marie Martignago

Senior Producer: Adriana Laborde

Editor: John Garofalo


EVP, General Manager: Tracy Little

VP, Group Account Director: Erin Howes

Account Director: Allison Lochhead

Account Supervisor: Ali Gayowski


Chief Strategy Officer: Shelley Brown

VP, Strategy: Eryn LeMesurier


Production Company: Untitled Films

Director:  Hubert Davis

Executive Producer: Peter Davis

Line Producer: Trudy Turner

DOP: Kiel Milligan


Editorial: Rooster Post Production

Editor: Michelle Czukar

Executive Producer:  Samantha MacLaren


Post Production: Alter Ego

Colourist: Eric Whipp

Flame Artist: Darren Achim


Music: Apollo

Music Director/Composer - Apollo:  Daenen Bramberger

Executive Producer - Apollo:  Tom Hutch


Casting: Shasta Lutz, Jigsaw Casting


Media Agency: UM

VP Client Business Partner: Kate Mateer

Group Director: Tim Davies

Director, Connection Planning: Katey Gault

Account Manager: Rachel Pearson

Campaign Manager, Social: Alex Perkes

Director, Performance: Hailey Smith

Associate Director, Programmatic Strategy: Isaac Bunn

Senior Associate, Campaign Manager: Sai Dubakka

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