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.

NWAC Cannes PR Case April 2024

Change The Bill is not just about placing an Indigenous woman on a banknote, it is about recognizing the contributions and significance of Indigenous women in Canada and creating a more inclusive society. Educating future generations about the contributions of Indigenous women and fostering a deeper understanding and appreciation of their significance creates a more just and equitable society for all Canadians,

Lynne Groulx

CEO of NWAC

Vmlcanada casestudy awards changethebill

2024 Marketing Awards

Gold

Vmlcanada casestudy awards changethebill 2

2023 Cannes Lions

Bronze

Press