This content was created by Xtra’s branded content team alongside BMO, separate from Xtra’s editorial staff.
During Pride, rainbows are everywhere – on crosswalks, in storefronts, across social feeds. But while the colours brighten streets, they don’t always reflect the realities that the 2SLGBTQ+ community face around the world. By supporting Rainbow Railroad, BMO’s Rainbow Deposits campaign is working to turn symbolic support into action.
The concept is simple – BMO took the everyday act of depositing a cheque and turned it into a way to change lives for at-risk 2SLGBTQ+ individuals. By uploading a rainbow photo and ‘depositing’ it to BMORainbowDeposits.com, individuals can spark change. For every image uploaded, BMO donates $1 to Rainbow Railroad – up to $50,000 CAD. One photo. One dollar. One more step towards safety.
Over the past three years, the campaign has raised $150,000 for Rainbow Railroad – with the $200,000 mark well in sight for 2025. This momentum reflects more than just donations. It’s thousands of rainbow moments turned into something meaningful: safety, freedom, and the chance for at-risk 2SLGBTQ+ individuals to start again.
The need for that support is only growing. While Pride celebrations light up across North America, more than sixty countries still criminalize same-sex relationships. Rainbow Railroad responds to this reality – providing emergency relocation, crisis response, and other forms of assistance. In 2024 alone, the organization received more than 5,300 requests for help from 143 countries.
“Thanks to BMO’s commitment through the Rainbow Deposits campaign, we’ve been able to provide vital funds that have helped dozens of at-risk 2SLGBTQ+ people around the world find safety to live their lives openly and authentically”, stated Scott Ferguson, Head of Development at Rainbow Railroad. “We’re excited to see all the rainbows that are deposited this summer, knowing a simple photo can have a huge impact for the individuals we support.”
What makes Rainbow Deposits so powerful is how accessible it is. Anyone with a phone can take part – and each upload adds to a growing digital gallery of support. On BMORainbowDeposits.com, you’ll find rainbows in all forms: handmade signs, glitter makeup, backyard Pride parties, even skies after summer storms.
Rainbow Deposits is just one way BMO supports the 2SLGBTQ+ community. The bank has sponsored Toronto’s Pride and Remembrance Run for over 20 years and brings photo booth activations to major sporting events’ Pride Matches like Toronto FC and Los Angeles FC – turning fan pride into donations.
“Rainbow Deposits started as a creative way to turn a symbol into action – and over the years, it’s become a powerful expression of our values,” says Jennifer Carli, BMO’s Head of Brand, Social, and Sponsorships. “We’re proud to see this campaign grow into something that drives real impact and supports the 2SLGBTQ+ community in meaningful ways.”
This Pride, visibility can be more than symbolic – it can be tangible and transformative. Whether you’re at a parade, a soccer game, or just catching a rainbow on your morning walk, your photo has power. Deposit it. And help turn a moment of Pride into a message of support. Because every rainbow counts – and every act of allyship brings someone one step closer to safety.
Upload your rainbow photos at BMORainbowDeposits.com. Learn more about the incredible work of Rainbow Railroad at RainbowRailroad.org.
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