Canadian Women’s Foundation Initiative Is a Call to Action for Gender Equality

The Canadian Women’s Foundation is Canada’s public foundation for gender justice and equality. They partner with many different organisations and support communities and individuals to create progressive, sustainable change. The Canadian Women’s Foundation wanted to make the great work they do better known to Canadians and to extend their reach to every person in Canada. So together with VML Canada, they’re launching Count Me In. 

But Count Me In is more than a new initiative. It’s also an ongoing call to action for every person in Canada to join together to have their voices heard. 

Count Me In is launching with an influencer strategy in order to reach as many women as possible as quickly as possible. Featuring influential women from different backgrounds means those influencers can each use their networks to spread the message and encourage more people to follow and participate. So far over 66,000 Canadians have counted themselves in.

Count Me In includes a film, television, OOH, social, and digital ads, but it’s much more than a traditional PSA. The film, directed by Kat Webber and produced by Fela, features a diverse group of Canadian women influencers rallying together and counting themselves in to speak out against injustices and speak up for gender equality. It ends with a call to action to visit yescountmein.ca where every woman in Canada has an opportunity to join the cause by recording themselves reading a script and being added to an ever-growing, ever-evolving version of the film.

OOH ads feature striking portraits of influencers and include a QR code pointing to the website and turning every cell phone into a Mobile Megaphone – a way to unite and amplify every woman’s voice in Canada by helping them speak up and be added to the film. 

Some of the influencers in the film include: 

Hannah Sung, co-founder of production company Media Girlfriends and founder of At The End Of The Day newsletter and podcast. 

Sarain Fox, Canadian Anshinaabe activist, broadcaster, and filmmaker. 

Jamie Pandit, a digital creator, fashion expert, and woman of transgender experience. 

Fay DeFazio Ebert, member of Canada’s national skateboard team. 

Anna Bediones, lifestyle content creator and brand marketer. 

Floli & Emma, internationally renowned researchers and speakers on the prevention and intervention of violence. 

Maya Jardon, fashion and photography model. 

Andrea Gunraj, vice president public engagement at the Canadian Women’s Foundation, says, “The Canadian Women’s Foundation needs everyone to join the effort for gender equality in Canada and Count Me In is a great way to get that message out to as many people as possible and encourage them to get involved.” 

Frank Macera, executive creative director at VML Toronto said, “We loved the idea that The Canadian Women’s Foundation is creating a PSA that everyone can be part of. More voices speak louder than one, and the more people who use their voice to speak up for gender equality, the more likely they are to be heard.” 

Emma Toth, chief client officer at VML Canada said, “The Canadian Women’s Foundation does an enormous amount of work, but a lot of the general public doesn’t see most of it. To help give them a bigger voice so they can continue their amazing work with even more support is something we’re very excited about. And to give women and gender-diverse people more opportunities is a goal we can all rally around. Count Me In is a beautifully inclusive and compelling way to do that.” 

Count Me In launches on March 18th. Media support was contributed in collaboration with WPP partner agencies, Wavemaker and GroupM, along with generous support and inventory from many Canadian media partners.