Tennis Canada and National Bank Launch Campaign for Gender Equality Week 2024 

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

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 ladies and ladies in sports activities. 

Persevering with their dedication to reaching gender fairness in tennis, the 2 organizations at the moment are inviting individuals to help the trigger by embracing the color purple. The official marketing campaign video could be considered under:

Purple, the official shade of Worldwide Ladies’s Day, has been used all through historical past by feminist actions and continues at present as a robust image of progress towards gender fairness. By encouraging their viewers to put on purple or incorporate it into their each day lives in help of the progress of ladies and ladies, Tennis Canada and Nationwide Financial institution intention to undertake an emblem that can endure over time. 

A sequence of purple-themed initiatives have been launched on the Nationwide Financial institution Open introduced by Rogers in August, and following this marketing campaign, tennis lovers can count on to see the color integrated 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 men and women), Tennis Canada deemed it an opportune second to run a marketing campaign on fairness (offering truthful advantages based mostly on particular person wants and recognizing that girls have a unique place to begin). 

The Canadian federation has all the time aimed to realize gender equality throughout its whole ecosystem. Nevertheless, over time, it has discovered that addressing the particular wants of ladies and ladies via fairness actions is one of the simplest ways to succeed in this aim. 

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

The Worldwide Tennis Federation (ITF) acknowledged Tennis Canada’s dedication to fairness by saying it as a recipient of the Gold Benefit All award — the very best honour of the ITF’s Benefit All Reward and Recognition program – in October 2023. 

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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Up to now, 32 organizations throughout 11 provinces and territories have obtained funding via the Sport. Set. Fairness. neighborhood grant program. Practically 1,000 ladies and ladies enjoying 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 neighborhood companions similar to Massive Brothers Massive Sisters Toronto to arrange 41 occasions for ladies aged 8 to 16. These occasions supplied varied actions, together with workforce tennis, social connection, management studying, and entry to mentorship in a welcoming and enjoyable atmosphere. 

In 2023, the federation made important strides towards rising ladies in management roles. The senior administration workforce at Tennis Canada now consists of 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 carrying 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 concerning the federation’s initiatives and targets, methods to become involved, and the progress made up to now, click on on the button under.