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YWCA Adds an 'M' to Men’s Sports Logos to Stand Up for Gender Equality

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Advocacy organisation and soccer's Christine Sinclair call on leaders in the sports world to get involved in gender equality with Rethink campaign

YWCA Adds an 'M' to Men’s Sports Logos to Stand Up for Gender Equality

Have you ever noticed that women’s sports always have a ‘W’ for women’s sports, and men’s sports just get to be called sports? Today a campaign launched to change that by adding an M to the NBA, NHL, MLS and PGA logos, and top athletes and sports figures are already on board. 

The movement ‘Add The M’, which tackles the four biggest sports in North America that have both men’s and women’s leagues, is being led by YWCAs across Canada and has already gained the support of sports figures like soccer star Christine Sinclair, TSN host Jennifer Hedger, and Sportsnet host Tara Slone. 

One of the movement’s earliest supporters is soccer’s top international goal scorer. No, not Cristiano Ronaldo. It’s Christine Sinclair, who, despite what you’ll find on google, is actually ahead of the top scoring male player (Ronaldo) along with nine other women.  

“Without the M, men’s sports leagues are treated as the default for all sports, automatically leaving women out of the conversation,” says Christine. “It’s hard to fight for equality, when all of women’s sports are treated as an afterthought.”

Athletes and supporters are proudly repping the M badges and posting their support for the initiative online. Anyone who wants to lend their support can visit and download an M badge for free, then share it on social media using #AddtheM and tagging @YWCACanada.

“One in three girls drop out of sports in their late teens, compared to just one in ten boys,” says Amy Juschka, director of communications and advocacy with YWCA Metro Vancouver. “Girls are losing out on all the advantages sport provides as they move into adulthood – from health and wellness, to leadership development, to the support of a team. We want to see added investment, opportunity and representation for women in sport. Add The M is a way for us to confront the gender disparity that is affecting women athletes at all levels.”

Visit here for more information and to download your M Badge. 

Notable supporters of Add The M include: 

Christine Sinclair, captain of Canada’s National Women’s Soccer Team & Portland Thorns FC

Jennifer Hedger, co-host of TSN’s Sportscentre 

Tara Slone, host of Sportsnet’s Top of Her Game and co-host of Rogers Hometown Hockey

Blake Murphy, Raptors reporter & co-host of Sportsnet’s The Fan 

Donnovan Bennett, host and senior writer at Sportsnet 

Abby Albino, co-founder of Makeway & director of brand and partnerships for Canada Basketball. 

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Client: YWCA

CCO: Aaron Starkman

Executive Creative Director: Mike Dubrick

Head of Art: Joel Holtby

Creative Director: Leia Rogers

ACD/Art Director: Skye Deluz, Hayley Hinkley

ACD/Copywriter: Jacquelyn Parent

CSO: Sean McDonald

Strategy Director: Nicole Rajesky

Producer: Teresa Bayley, Kyle Hicks

Editor: Tyler Erdalac, Thomas McKeen

Sound Editor: Grayson Music

Developer: Brad Stapleton, Steve Lam

Account Services

Group Account Director: Kat McKeen

Account Director: Kennedy Crawford

Account Manager: Nicole Kerrigan

Account Manager: Jessie Durand


Strategic Communications Lead: Meredith Montgomery

Account Director: Sara Lemmermeyer

Editorial Lead: Lianne George

PR Coordinator: Kaitlyn Vian


Director, Advocacy and Communications: Amy Juschka

Categories: Awareness, Corporate, Social and PSAs

Rethink, Wed, 30 Mar 2022 13:48:46 GMT