Out of the box

Through the Rainbow Deposits app, BMO turned everyday numbers into symbols of courage.
Users could spot a number, snap it, and deposit it and with every upload,
BMO donated to Rainbow Railroad, helping 2SLGBTQ+ individuals find safety, freedom, and new beginnings.

The Proof

BMO didn't just say it supported the 2SLGBTQ+ community, it proved it.
Every dollar deposited through Rainbow Deposits was transparently tracked through a live website.

OOH

Branch leverage

ACT

When someone chooses courage, the world should listen. We called on 2SLGBTQ+ individuals to share the year
they embraced their truth and honored their courage by turning their personal milestones into public celebrations.

SOCIAL MEDIA

BMO shared their stories and even encouraged more to share their own stories and Year of Courage moments by tagging @BMO and using the campaign hashtags.