The Change The Bill campaign, led by the Native Women’s Association of Canada (NWAC), addresses entrenched gender inequality and systemic injustice. By spotlighting the absence of Indigenous women on Canadian currency and catalyzing a national conversation, the campaign challenges historical marginalization and amplifies the voices and stories of Indigenous women.

Through a strategic blend of art, activism, and public engagement, the campaign not only raises awareness but also advocates for meaningful representation and recognition of Indigenous women's contributions. This project disrupts traditional narratives and actively reshapes societal perceptions, paving the way for greater inclusivity, equity, and justice.

The campaign's impact extends beyond advertising; it is a spark for societal change, empowering Indigenous women, challenging systemic barriers, and fostering a more inclusive and representative culture. Its innovative approach and tangible outcomes embody this awards spirit of conscious representation and transformative action in addressing gender inequality and prejudice.

The treatment of Indigenous women in Canada has long been marred by systemic injustices, including violence, discrimination, and lack of access to essential services. Addressing these issues requires urgent action, including meaningful collaboration with Indigenous communities to ensure safety, dignity, and equality for all.

As the political voice of Indigenous women in Canada, the Native Women’s Association of Canada engages deeply with issues regarding the representation of Indigenous women. Following the passing of Queen Elizabeth II, Canadians debated who would replace her on our $20 bill. Many Canadians were put forward, but Indigenous women were left on the sideline. We discovered a shocking statistic– throughout the entire history of printing money in Canada, zero Indigenous woman have ever been represented on a permanent Canadian bill. As national attention was focused on finding a replacement, NWAC saw the absence of Indigenous women as an opportunity to shine a spotlight on the talented and strong Indigenous women who have shaped this country, yet rarely get the acclaim they deserve, and bring attention to the many issues the Indigenous community faces to this day.

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. The Native Women's Association of Canada is a national Indigenous organization who have long fought to improve representation of Indigenous women in Canada.

After the passing of Queen Elizabeth II, Canadians debated who would replace her on the $20 bill. Indigenous women were unsurprisingly left out. NWAC saw this tension as an opportunity to campaign for greater representation of Indigenous women in Canadian culture, to bring awareness to the many issues they face today and to start the important process of reconciliation. But first we had to bring their absence to the attention of government institutions that control the process – The Royal Canadian Mint and the Bank of Canada.

Indigenous women in Canada face intersecting forms of discrimination and marginalization rooted in colonialism, patriarchy, and systemic inequalities. Indigenous women continue to experience disproportionate rates of violence, poverty, and discrimination compared to non-Indigenous women in Canada.

In Canada, if the mainstream media does cover Indigenous stories, it’s typically stories of tragedy. We wanted to flip the script and create a campaign that addressed the issues Indigenous women face while still celebrating their strength and diversity.

The significance of the work within this context lies in challenging and transforming existing power dynamics, dismantling colonial structures, and centering Indigenous women's agency, leadership, and rights. It involves promoting cultural resurgence, reclaiming traditional knowledge and practices, and advocating for policies and programs that empower Indigenous women and promote equity and justice.

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.

Prints were sold for $20 (with 100% of sales going back to the artists) and QR codes at every touchpoint led to a petition used to lobby MPs.

Changing a country’s currency is a complex process that can take years. Before we could convince the Royal Canadian Mint and the Bank of Canada to make a change, we had to make them aware of the absence of Indigenous women by rallying public support from all Canadians and members of the Indigenous community.

By attending Canada’s largest design and art festivals and launching an outdoor and print campaign, we brought the campaign to the attention of the entire country and converted that support into tangible results through an online petition.

After only 21 days, the overwhelming national coverage led to NWAC receiving meetings with the Minister of Finance at the Bank of Canada and the Royal Canadian Mint. NWAC will now be working closely with them to bring Indigenous representation to Canadian currency in an authentic manner.

We first designed a $20 bill template and invited Indigenous artists across Canada to participate in our project. After a month, they sent it back with their heroes on the bill. The resulting collection was launched in January 2023 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.

Throughout the rest of 2023, the collection was displayed at prestigious art and design festivals, even becoming a travelling exhibit, reaching museums, schools, and galleries. 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.

NWAC is now a leading voice in Canada for reconciliation and gender representation. After only 21 days, the overwhelming coverage and support led to them receiving meetings with both the Royal Canadian Mint and the Bank of Canada, and for the first time in history, will be providing these organizations with an Indigenous perspective on currency figures.

Change is closer than ever. Pitseolak Ashoona, an Indigenous woman and acclaimed artist, is now one of 8 finalists to appear on the $5 bill, and we are once again calling on people to reimagine the bill to support her nomination.

In total, the campaign garnered 552 unique pieces of coverage and reached 790 million people. Over 600 prints were sold, and more than 60,000 supporters have signed the petition. The collection is currently on display at the AGO, Canada’s premier art gallery.

The long-term results of this campaign have been tremendous. NWAC has had successful meetings with Canada’s Minister of Finance, the ultimate decision-maker over who appears on our currency. Over a year since the campaign has launched, we are still seeing schools across the country having their students download and complete the template, creating a deeper understanding and respect between future generations and the Indigenous people of Canada.

A second iteration of the campaign will be launching soon, where we’ll call on all Canadians to further support the nomination of Pitseolak Ashoona, an acclaimed Indigenous woman and artist who has been nominated as a finalist to appear on the $5 bill, by reimagining the $5 bill with her on it. The reality of having an Indigenous woman on the next $5 bill is closer than ever and NWAC is proud to championing this cause.