Grants and Contributions:

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Title:

Call to Men: Promote Gender Equality and Prevent Violence

Agreement Number:

NA20427

Agreement Value:

$499,519.00

Agreement Date:

Feb 8, 2021 - Aug 8, 2022

Description:

This 18-month project will support the development, implementation and evaluation of a social marketing campaign, featuring compelling calls to action to inspire men and boys across Canada to change their attitudes and behaviours, to seek help when needed, and to embrace their roles as allies and change makers. Key products to be developed include a dedicated webpage, an overall call to action with a list of actions men and boys can do, a digital video and social media assets/media buys. White Ribbon will also work to engage youth (especially young men) in their communities to build their capacity to challenge rigid gender norms and stereotypes. Through a targeted youth engagement strategy (e.g., social media, workshops, events), youth will add their voices and increase the dialogue to influence their peers to address harmful gender norms, attitudes and behaviours. The National Youth Working Group will provide input into the targeted plan and contribute to its broad activation. A feminist Advisory Committee and collaboration with women’s groups will ensure accountability. Campaign messages will be amplified through our partnerships and will provide a further avenue to support survivors of gender-based violence, in this unique time of global crisis.

Organization:

Women and Gender Equality Canada

Expected Results:

Women and stakeholders have access to supports to address issues relating to equality between women and men.

Location:

Toronto, Ontario, CA M4R 1A1

Reference Number:

001-2020-2021-Q4-00083

Agreement Type:

Grant

Report Type:

Grants and Contributions

Recipient Type:

Not-for-profit organization or charity

Recipient's Legal Name:

White Ribbon

Program:

Women's Program

Program Purpose:

The purpose of the Women’s Program is to advance equality for women in Canada by working to address or remove systemic barriers impeding women’s progress and advancement. The WP supports the Government of Canada’s goal of advancing gender equality in Canada. It is consistent with Government of Canada priorities related to economic prosperity, and supports Canada’s international commitments related to gender equality.