The general public is invited to put on purple, the colour of fairness, as an indication of their help.
To mark the launch of Gender Equality Week 2024, Tennis Canada and Nationwide Financial institution have unveiled a brand new advertising and marketing marketing campaign which goals to advertise the development of girls and ladies in sports activities.
Persevering with their dedication to reaching gender fairness in tennis, the 2 organizations are actually inviting individuals to help the trigger by embracing the color purple. The official marketing campaign video may be considered beneath:
Purple, the official coloration of Worldwide Ladies’s Day, has been used all through historical past by feminist actions and continues at this time as a strong image of progress towards gender fairness. By encouraging their viewers to put on purple or incorporate it into their every day lives in help of the progress of girls and ladies, Tennis Canada and Nationwide Financial institution goal to undertake an emblem that may endure over time.
A sequence of purple-themed initiatives have been launched on the Nationwide Financial institution Open offered by Rogers in August, and following this marketing campaign, tennis fans can anticipate 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 ladies and men), Tennis Canada deemed it an opportune second to run a marketing campaign on fairness (offering truthful advantages primarily based on particular person wants and recognizing that girls have a special start line).
The Canadian federation has all the time aimed to attain gender equality throughout its whole ecosystem. Nonetheless, over time, it has discovered that addressing the particular wants of girls and ladies by way of fairness actions is one of the simplest ways to succeed in this purpose.
Tennis Canada and Nationwide Financial institution have invested considerably in implementing initiatives for Canadian girls and ladies because the 2023 launch of their Sport. Set. Fairness. dedication, an formidable and holistic technique geared 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 asserting it as a recipient of the Gold Benefit All award — the 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 acquired funding by way of the Sport. Set. Fairness. group grant program. Almost 1,000 girls 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 group companions equivalent to Huge Brothers Huge Sisters Toronto to prepare 41 occasions for ladies aged 8 to 16. These occasions supplied numerous actions, together with group tennis, social connection, management studying, and entry to mentorship in a welcoming and enjoyable surroundings.
In 2023, the federation made important strides towards growing girls in management roles. The senior administration group at Tennis Canada now consists of extra girls (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 objectives, the way to become involved, and the progress made thus far, click on on the button beneath.
