TORONTO – Rogers Sports & Media today announced a program that includes giving a minimum of $10 million in free advertising and creative services over the next five years to charities and small businesses which support “equity-seeking communities.”
The broadcasting and sports division of the communications giant says it has listened to and learned from its own employees and partners “about a variety of systemic racial issues inherent in our society, and these learnings have acutely shaped” this plan, the company is dubbing “All IN”.
“All IN is dedicated to taking actions that will drive much-needed positive change as we address racial injustice and social unrest,” said Jordan Banks, president of Rogers Sports & Media. The company “recognizes its unique role and responsibility and we are using our media megaphone to amplify voices that have not always been heard with equal measure,” he added. “We will continue to create and deliver the stories that accurately represent Canada’s diversity while our on-air personalities and employees are encouraged to continue using their platforms to express their views and opinions in support of anti-racism.”
Sharon Hinds (above), which the company describes as “a passionate and influential advocate from within the Black community at Rogers Sports & Media,” has been hired to lead All IN.
The program will have five pillars, says the press release.
- Business: Give a minimum of $5 million over the next five years in free advertising and creative services to local businesses owned by BIPOC and equity-seeking communities.
- Community: Give a minimum of $5 million over the next five years in free advertising and creative services to charities that support BIPOC and equity-seeking communities.
- Content: Launch an internal Content Advisory Council to further increase diversity of thought and ensure editorial content accurately reflects the diversity of our communities.
- Hiring and Career Advancement Practices: Introduce programs and recruitment strategies, in partnership with Rogers, to improve diversity at all levels of the organization including leadership.
- Mentorship and Sponsorship: Establish a program to give young people from equity-seeking communities the tools, support, and resources to successfully enter and advance in the sports and media industry
Charities and small businesses can apply starting today through to October 31 for this year. Please click to learn more more at www.AllInForEquity.ca.
