Grants and Contributions:

White Ribbon’s Promising Practice: Social Marketing Campaigns to Change Harmful Social Norms

GV230310

$2,375,897.00

Sep 25, 2023 - Mar 31, 2026

Through this 31-month project, White Ribbon will scale their social marketing campaign promising practice model with diverse partners to strengthen the GBV sector. It will scale up across Canada through engaging community partners and youth from rural and remote, Indigenous, racialized, 2SLGBTQI+, Black, Francophone and official language-minority groups in three provinces (NL, PEI, AB) and all territories (NU, NWT, YK), and with national-level organizations serving Francophone and diverse populations. It will address attitudes, behaviours and social norms that perpetuate men and boys’ use of gender-based violence and discrimination. To do so, White Ribbon will work in multiple Canadian locations, and with new equity-seeking partners and youth, to support at-risk and underserved populations by engaging men and young men from those communities in the prevention of GBV and in the promotion of healthy masculinities and allyship. Additionally, the project will establish a 25-member bilingual National Youth Council to co-create two highly intersectional, social marketing campaigns. Their role will be to collaborate on all aspects of the campaigns, including sharing their experiences of inequality and GBV to help solidify the targeted approaches and key messages of the campaigns, ensuring they will be well received in their respective communities. Finally, a third-party evaluation report will summarize the project’s effectiveness, and document their best practices to share information on the promising practice with others so that they may replicate it or expand upon it. The first additional funds will be used to respond to the increasing demand of requests from educators to help address radicalization and misogyny following White Ribbon’s 2024-2025 campaign, My Friend, Max Hate. To do so, they will develop lessons plans for educators who teach Grades 6-8 and 9-12. They will pilot-test the lesson plans with a educators across Canada and engage a third-party evaluator to assess their effectiveness and to determine if further changes are needed. The second supplemental funds will be used to strengthen and expand its initiatives by deepening GBA+ research for the My Friend, Max Hate campaign, developing a parent and caregiver resource on addressing misogyny, and hosting a digital event to share pilot-testing results from educators. It will also support increased production needs for the second campaign, For All Mankindness. Finally, the funds will boost social and traditional media outreach, enabling millions more impressions to promote the new campaign and related project resources.

Women and Gender Equality Canada

Promising practices are incorporated by the GBV sector into new or enhanced supports for target populations.

Toronto, Ontario, CA M4R 1A1

001-2023-2024-Q3-00117

Contribution

Grants and Contributions

Not-for-profit organization or charity

Increase of agreement value

Feb 10, 2026

White Ribbon

Gender-Based Violence Program

The purpose of the GBV Program is to strengthen the GBV sector to address gaps in supports for two groups of survivors: 1) Indigenous women and their communities, and 2) underserved populations (including women living with a disability, non-status/refugee /immigrant women, LGBTQ2S, gender non-conforming people and ethno-cultural women) in Canada. The Program provides grant and contribution funding to Canadian organizations to improve supports to help create long-term, comprehensive solutions at the national, regional, and local levels.