Client: Native Women’s Association of Canada
Office: Canada
In a groundbreaking initiative, VML Canada and Native Women’s Association of Canada invited female Indigenous artists to reimagine the $20 bill, showcasing their heroes. The powerful artwork sparked a nationwide conversation about the importance of Indigenous representation.
Canada has been printing faces on its currency for over 150 years, yet an Indigenous woman has never been featured. Their absence is a glaring reminder of the systemic marginalization that Indigenous women have faced since the colonization of Canada.
After the passing of Queen Elizabeth II, Canadians debated who would replace her on the $20 bill. Indigenous women were unsurprisingly left out.
We called on underrepresented female Indigenous artists to reimagine the $20 bill with their female Indigenous heroes. The artwork we received back was launched as a virtual gallery and in physical form at leading art and design festivals. A national outdoor and print campaign using the artwork encouraged everyone to support this historic initiative. The collection became a travelling exhibit, visiting museums, schools, and galleries, educating people on Indigenous culture and the impact of these incredible women.
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