Canadian Women’s Foundation Launches First Campaign

Canadian Women’s Foundation, a public foundation dedicated to achieving gender equality, has released a bold new marketing campaign. The campaign, 'The Tireless', highlights the need to be unrelenting in the pursuit of true gender equality, but does it in an inspirational and positive way. The Canadian Women’s Foundation focuses on empowering women and girls in Canada to move out of violence, out of poverty and into confidence and leadership. The goal of the campaign is to drive awareness and support of CWF, in order to help chart a groundbreaking path for gender equality in Canada.

“We position ourselves organisationally as a leader in advancing gender equality in Canada, but ‘gender equality’ can be abstract, and perceived as too big and unwieldy to conquer. We need to rally people to continue to fight to achieve our mission, but wanted to do it in a positive and inspirational way,” said Paulette Senior, CEO of Canadian Women’s Foundation.

'The Tireless' campaign is an integrated multimedia effort centered around a television and online commercial featuring a montage of female Canadian heroes like Roberta Bondar, Hayley Wickenheiser, Bianca Andreescu and Autumn Peltier, intermixed with scenes depicting real Canadian women and girls. The campaign will also include out-of-home, online, social, and experiential elements throughout the Greater Toronto Area and beyond. The 360-campaign was created by The Canadian Women’s Foundation’s advertising agency of record, Forsman & Bodenfors Toronto.

“We were so inspired by what the Foundation is trying to accomplish. It feels like we’ve reached a tipping point and this is the moment to advance gender equality. It’s important to move the interest in this issue beyond words and hashtags, into action and financial support”, said Melanie Johnston, CEO of Forsman & Bodenfors Canada.

“That’s why we wanted a strong call to action like inviting people to ‘join the tireless,’” said Forsman & Bodenfors Toronto creative, Glen D’Souza. “This campaign is designed to create a movement, and show that although we’ve worked hard and made progress, there is more work to be done, but that together we can achieve gender equality.”