BMO Turns Pride Symbolism into Tangible Support for the 2SLGBTQ+ Community

This Pride Month, BMO is again inviting North Americans to “deposit” photos of rainbows on their custom web app here to support the 2SLGBTQ+ community. But there’s a twist to the campaign’s 2024 iteration.

Developed by creative agency FCB Toronto in partnership with UM Canada and Mediabrands Content Studio, the third year of the popular “Rainbow Deposits” campaign is adopting a guerilla-style media placement approach to maximise awareness of the campaign. The twist on media placements for this year’s campaign features “Rainbow Reminders” to turn other brands’ rainbow installations across the country into an opportunity to support the 2SLGBTQ+ community. Wild postings and walking billboards being worn at pride parades across Canada along with other non-traditional media placements have been strategically placed next to rainbow messages in Toronto and Montreal, each featuring a QR code that encourages consumers to make a rainbow deposit in the moment.

Running from June 1 to Aug 31, 2024, “BMO Rainbow Deposits” prompts people to “deposit” photos of any rainbow they see out in the world, or online using the dedicated Rainbow Deposits web app here. Turning all symbols of support into tangible contributions to the 2SLGBTQ+ community.

For every rainbow that is deposited, BMO will donate $1 (up to a maximum of $50,000) to Rainbow Railroad, a North American-based global organisation dedicated to helping members of the 2SLGBTQ+ community escape violence and persecution.

Awareness for the campaign has been further amplified by a drone show at Toronto’s rainbow-lit CN Tower, an iconic staple of Price Month. Additional executions will engage audiences with photo opportunities at both the iconic TORONTO sign in Nathan Phillips Square and at STACKT Market. The campaign will also be supported by paid social, 2SLGBTQ+ influencer content, as well as a collab stream with BMO’s dedicated Twitch channel, BMO NXT LVL. Mediabrands Content Studio led all creator management and influencer support.

“At BMO, we're committed to diversity and inclusion because we believe these values make us stronger and supporting the 2SLGBTQ+ community is a big part of this commitment,” said Jennifer Carli, BMO’s head of North American brand, Social Media and Sponsorships. “With BMO Rainbow Deposits, we're taking all the rainbows that surround us during Pride Month and turning them into real, life-changing support for the 2SLGBTQ+ community."

“The importance of this campaign and outcome doesn’t change, nor does our commitment to it,” said Coleman Mallery, associate creative director at FCB Canada. “Year after year, we continue to build on it, to help make an even greater impact for the community.”

Rainbow Railroad is a non-profit organisation that helps at-risk members of the 2SLGBTQ+ community find safety all over the world. Rainbow Railroad has received more than 3,800 requests for help in just the first half of 2024. To date, BMO has contributed $100,000 across two years of the BMO Rainbow Deposits campaign.