National Bank has crafted a campaign throughout March that aims to offer more useful and informative financial advice for women.

Developed with Montreal-based agency LG2, National Bank’s “Invest in You” campaign is designed to reverse stereotypical conversations around finances for women. The brand partnered with several women’s magazines, as well as podcasters and financial experts Jessica Moorhouse and Kathy Marquis, to put together material for this month-long creative work.

“Invest in You” has seen National Bank take over the back covers of such publications as Elle Canada, Canadian Living, Clin d’oeil, Coup de puce, La Semaine, Véro, Les Idées de ma maison and 7 Jours for the month of March, to coincide with International Women’s Day, earlier this month. The bank has designed alternate covers for the backs of these magazines with headlines that speak to financial advice for women directly.

Every year, the brand’s “Invest in You” platform works to support women’s financial independence through financial literacy initiatives. The bank’s new campaign is developed from its research that has found that most financial articles aimed at women focus on how to spend less and save money, neglecting aspects of personal finance like investing, insurance and retirement planning.

“Our aim is to change the discourse around women’s finances, while equipping women to achieve their financial independence, notably through articles, tools and conferences on financial management,” says Debby Cordeiro, National Bank senior vice-president of communications, public affairs and ESG. 

An “Invest in You” video series, featuring the campaign’s ambassadors Moorhouse and Marquis, will launch on March 25. The short video series will be integrated on the bank’s website and social platforms, and is an educational series using articles, videos and financial tools designed for women. Moorhouse and Marquis will address key topics and propose simple challenges to enable women to ask themselves the right questions about their finances.

Ultimately, Cordeiro says she hopes that the campaign underlines a message of safety, and that finances don’t have to be scary or taboo.

“There is a place for women to secure their  financial independence, and being involved in managing their finances is going to help them achieve their life goals,” Cordeiro says.

National Bank’s campaign includes sponsored content within the magazines its ads are featured on, as well as social media content, digital signage and digital ads that all direct to the bank’s webpage that includes the “Invest in You” video series, and additional tools and articles on this topic.