This Newspaper is Female

Scan any daily newspaper’s pages and you’ll see that, on average, only one out of four names mentioned in its pages are female. “She’s Newsworthy,” a new initiative from BMO, created in partnership with the National Post’s content works department and FCB Canada, is aiming to bring about media equality, if just for one day.

On October 30, BMO is taking over a large portion of the national daily that will, by its very existence, create media equality by bringing the stories of unseen female leaders into its pages. The paper will call out the problem with a bold BMO blue cover wrap stating, “This paper is female,” bringing attention to the fact that women are chronically underrepresented in the media. 

“At BMO, we see female leaders everywhere, and have the honour of working with and awarding them through our BMO Celebrating Women program,” says Lisa Milburn, Executive Sponsor, BMO for Women and Chief Marketing and Communications Officer, BMO Wealth Management. “By accurately representing female leadership in the ‘She’s Newsworthy’ issue, we can show the next generation of women that female leaders are here, and they are powerful.”

Developed by an all-female creative team at FCB Canada, “She’s Newsworthy” is built around taking over an entire section of the National Post dedicated to women who deserve to be seen in the news. The eight-page spread contains 14 pieces of sponsored content about BMO Celebrating Women Honourees and other exceptional female leaders in Canada

Campaign Title: She’s Newsworthy