| Title | Rita Joe Print Ad |
| Brief | For over 150 years, Canada has printed its own currency, yet an Indigenous woman has never graced its face. The absence of Indigenous women on our money symbolizes the systemic marginalization they've endured throughout history.As King Charles replaced Queen Elizabeth II on the $20 bill, conversations were sparked about replacing the monarchy with Canadian heroes. Indigenous women were, once again, overlooked. NWAC saw a cultural opportunity to fight for the representation of Indigenous women.We called upon underrepresented Indigenous female artists to redesign the $20 bill, each honoring their personal Indigenous heroine. These reimagined bills formed the foundation of our campaign. A virtual gallery was launched where prints were sold for $20 each, with all sales benefiting the artists. The art was also showcased at Canadian art and design festivals, and its popularity led to a traveling exhibition displayed in museums, schools, and galleries.To expand impact, we used the artwork to launch a national outdoor and print campaign. QR codes at every touchpoint invited all Canadians to partake in this historic initiative. Weeks after our campaign launched, NWAC was contacted by The Mint and the Bank of Canada and are now consulting on forthcoming projects. |
| Agency |
TAXI Toronto
|
| Campaign |
Change the Bill
|
| Advertiser |
Native Women's Association of Canada
|
| Brand |
Native Women's Association of Canada
|
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| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Print
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