Tennis Canada and Nationwide Financial institution Launch Marketing campaign for Gender Equality Week 2024 

The general public is invited to put on purple, the colour of fairness, as an illustration of their assist. 

To mark the launch of Gender Equality Week 2024, Tennis Canada and Nationwide Financial institution have unveiled a brand new advertising marketing campaign which goals to advertise the development of girls and women in sports activities. 

Persevering with their dedication to attaining gender fairness in tennis, the 2 organizations are actually inviting individuals to assist the trigger by embracing the color purple. The official marketing campaign video could be seen under:

Purple, the official colour of Worldwide Ladies’s Day, has been used all through historical past by feminist actions and continues as we speak as a robust image of progress towards gender fairness. By encouraging their viewers to put on purple or incorporate it into their day by day lives in assist of the progress of girls and women, Tennis Canada and Nationwide Financial institution purpose to undertake an emblem that may endure over time. 

A sequence of purple-themed initiatives had been launched on the Nationwide Financial institution Open offered by Rogers in August, and following this marketing campaign, tennis fanatics can anticipate to see the color included all through Tennis Canada’s fairness efforts.  

Fairness in Service of Equality   

Whereas Gender Equality Week in Canada focuses on gender equality (offering the identical alternatives for ladies and men), Tennis Canada deemed it an opportune second to run a marketing campaign on fairness (offering honest advantages based mostly on particular person wants and recognizing that ladies have a unique place to begin). 

The Canadian federation has at all times aimed to realize gender equality throughout its whole ecosystem. Nonetheless, over time, it has discovered that addressing the precise wants of girls and women by fairness actions is one of the simplest ways to succeed in this objective. 

Tennis Canada and Nationwide Financial institution have invested considerably in implementing initiatives for Canadian ladies and women for the reason that 2023 launch of their Recreation. Set. Fairness. dedication, an bold and holistic technique aimed toward advancing gender fairness in any respect ranges of the tennis ecosystem in Canada.

Unmatched is Tennis Canada’s gender fairness convention that goals to encourage attendees to make fairness a precedence and to impact long-term, sustainable change inside their communities. Billie Jean King (2022), Maria Sharapova (2023) and Venus Williams (2024) have been the keynote audio system.  

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To this point, 32 organizations throughout 11 provinces and territories have obtained funding by the Recreation. Set. Fairness. group grant program. Practically 1,000 ladies and women taking part in tennis throughout the nation have benefited from the primary funding cycle, with many extra to come back. 

Tennis Canada has collaborated with provincial and territorial tennis associations and new group companions resembling Massive Brothers Massive Sisters Toronto to prepare 41 occasions for ladies aged 8 to 16. These occasions provided varied actions, together with group tennis, social connection, management studying, and entry to mentorship in a welcoming and enjoyable surroundings. 

In 2023, the federation made vital strides towards growing ladies in management roles. The senior administration group at Tennis Canada now contains extra ladies (5) than males (3), a primary within the group’s historical past.  In June, Tennis Canada’s board of administrators achieved 40% feminine illustration, reaching parity for the primary time within the federation’s historical past. 

RALLY FOR EQUITY

Along with sporting purple for Gender Equality Week 2024, Tennis Canada and Nationwide Financial institution invite everybody to rally for gender fairness in tennis. To be taught extra in regards to the federation’s initiatives and objectives, easy methods to become involved, and the progress made to date, click on on the button under.