This Pride campaign makes donating to charity as easy as snapping a photo

Donating to charity has never been this easy. To celebrate Pride and support the LGBTQ+ community, BMO Financial Group, with agency FCB Canada, will trade donations for photos of rainbows—which aren’t hard to come by in June.

The concept is simple: see a rainbow, take a picture. That includes ones in the sky, on flags, socks, shirts, streets, stickers, etc. Then upload that photo to BMO’s “Rainbow Deposits” app, just like you would deposit a check on your banking app. Each rainbow will be converted into a $1 donation to Rainbow Railroad, a non-profit that helps LGBTQ+ people living in oppressive regions, up to $50k. Anyone can participate regardless of where they bank.

“At Rainbow Railroad, we understand the importance of queer visibility around Pride,” said Dane Bland, director of development and communications at Rainbow Railroad, in a statement. “The BMO 'Rainbow Deposits' campaign turns that visibility, through rainbows, into meaningful action by supporting Rainbow Railroad and creating real change for members of the 2SLGBTQ+ community around the world.”

The campaign is supported by social, digital and OOH imagery in North America, specifically targeting Vancouver, Toronto, Montreal and Chicago. It also involves partnerships with small businesses as well as LGBTQ+ influencers and drag queens to spread awareness online.

“BMO is a long-standing supporter of Pride, and our new 'Rainbow Deposits' campaign is one of the ways we’re bringing our bank’s Purpose—to boldly grow the good—to life,” said Catherine Roche, chief marketing officer at BMO Financial Group, in a statement. “BMO 'Rainbow Deposits' is a visible and engaging way of standing with the 2SLGBTQ+ community, enabling Pride supporters to turn any rainbow into the change they want to see.”