The faces on a country’s currency are a tangible reflection of its identity, yet in Canada, despite printing money for over 150 years, an Indigenous woman has never been featured. This absence is especially striking given the many accomplished Indigenous women who have lived on this land. It also symbolizes the abuse and marginalization that Indigenous women have faced for far too long. The Native Women’s Association of Canada (NWAC) was determined to change the narrative.

When discussions arose about who would replace Queen Elizabeth II on the $20 bill, it came as no surprise that Indigenous women were not a part of the conversation. NWAC saw this as a critical cultural moment to finally give these women the recognition and representation they rightfully deserve.

To challenge the absence of Indigenous women on Canada’s currency, we invited underrepresented female Indigenous artists to reimagine the $20 bill with their Indigenous heroes. This was the first time in our history that we encouraged Indigenous involvement in one of the most crucial aspects of our national identity.

To further empower this historic initiative, we extended an invitation to the Canadian public to participate in this transformative project. By viewing the artwork in our virtual gallery or in-person and purchasing a print, anyone could not only support the artists but also learn about these remarkable Indigenous women, taking a significant step towards reconciliation.

The collection gained national attention, and the bills themselves became a symbol of the need for representation for Indigenous women and a rallying cry for reconciliation for millions of Canadians.

Changing a country’s currency is a complex process that can take years. Our strategy to convince the Royal Canadian Mint and the Bank of Canada consisted of two phases.

In Phase 1, we needed to rally public support to get their attention. We partnered with emerging Indigenous artists to create artwork using traditional methods depicting their Indigenous heroes on Canadian banknotes. The artwork was used to launch a virtual gallery that gave visibility to the artists and their heroes. We attended Canada’s largest design and art festivals and launched an outdoor and print campaign, converting support into tangible results through an online petition.

After only 21 days, we received meetings with both the Royal Canadian Mint and the Bank of Canada, and have transitioned into Phase 2, where we’ll be collaborating with them to bring Indigenous representation to Canadian currency.

We designed a $20 bill template and invited Indigenous artists across Canada to participate in our project. They sent it back with their heroes on the bill. The collection was launched as a virtual gallery, allowing people to purchase prints of the artwork for $20, with 100% of sales going back to the artists. This evergreen platform showcased Indigenous talent and celebrated the stories of these remarkable women.

The collection was displayed at prestigious art and design festivals in Canada. Due to its popularity, it became a traveling exhibit, reaching museums, schools, and galleries. To expand its reach, we used the artwork to launch a national outdoor and print campaign, encouraging everyone to take part in this historic initiative. QR codes at every touchpoint invited people back to the virtual gallery where they could sign a petition, allowing them to take an active role in the movement.

Change The Bill drew attention to the underrepresentation of Indigenous women on Canadian currency and beyond, and promoted greater awareness and appreciation of their contributions to Canadian history and culture.

The artwork gained national attention and became a talking point for the largest media outlets in Canada, such as CBC, CTV, Financial Post and the Globe and Mail, and generated over 512 pieces of unique coverage and a total reach of over 780 million.

35,000 Canadians signed our petition calling for Indigenous representation on the next Canadian bill and more than 550 prints were sold, resulting in over $12,000 raised for our emerging Indigenous artists. Galleries and museums across the country have requested the collection.

Most importantly, NWAC is now collaborating with the Royal Canadian Mint and the Bank of Canada to include Indigenous representation on upcoming Canadian currency.