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 and marketing marketing campaign which goals to advertise the development of girls and ladies in sports activities.
Persevering with their dedication to attaining gender fairness in tennis, the 2 organizations are actually inviting folks to help the trigger by embracing the color purple. The official marketing campaign video may be seen beneath:
Purple, the official coloration of Worldwide Ladies’s Day, has been used all through historical past by feminist actions and continues immediately 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 girls and ladies, Tennis Canada and Nationwide Financial institution intention to undertake a logo that may endure over time.
A collection 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 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 girls have a special place to begin).
The Canadian federation has at all times aimed to realize gender equality throughout its total ecosystem. Nevertheless, over time, it has discovered that addressing the precise wants of girls and ladies by means of 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 girls and ladies for the reason that 2023 launch of their Recreation. Set. Fairness. commitment, an bold 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 Advantage 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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To this point, 32 organizations throughout 11 provinces and territories have obtained funding by means of the Recreation. Set. Fairness. community grant program. Practically 1,000 girls and ladies taking part in tennis throughout the nation have benefited from the primary funding cycle, with many extra to return.
Tennis Canada has collaborated with provincial and territorial tennis associations and new neighborhood companions akin to Huge Brothers Huge Sisters Toronto to manage 41 occasions for ladies aged 8 to 16. These occasions supplied varied actions, together with group tennis, social connection, management studying, and entry to mentorship in a welcoming and enjoyable setting.
In 2023, the federation made vital strides towards growing girls in management roles. The senior administration group at Tennis Canada now contains 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 in regards to the federation’s initiatives and goals, become involved, and the progress made thus far, click on on the button beneath.
