| In honour of Pride Month, UM partnered with BMO to launch the third iteration of its “Rainbow Deposits” campaign. The campaign invites people to take photos of rainbows they find IRL and upload (“deposit”) them on a custom web app. For every rainbow added, BMO is donating $1 (up to $50,000) to Rainbow Railroad, a non-profit dedicated to helping members of the LGBTQ2S+ community escape violence and persecution. This year, the campaign includes guerrilla-style media placements, featuring QR codes on wild postings and walking billboards at pride parades in Toronto and Montreal to encourage on-the-spot rainbow deposits. The campaign also features paid social media and influencer content, including collaborations with BMO’s Twitch channel and Canada’s Drag Race star JuiceBoxx. Click here to read more. |
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