TORONTO – Rogers Sports and Media announced today the launch of its 2022 All In initiative.
The program amplifies “the impactful work of equity-deserving charities and small businesses,” a press release says.
Through All In, Rogers Sports and Media provides advertising and creative services to small businesses that are owned by BIPOC and equity-deserving communities and to charities supporting BIPOC and equity-deserving communities.
The program also seeks to “increase diversity of thought and ensure editorial content accurately reflects the unique composition of Canadian communities through an internal Content Advisory Council,” and to, in partnership with Rogers, grow programs as well as recruitment strategies to improve diversity at the organization, according to the press release.
Finally, the program looks to expand the opportunities available “for young people from equity-deserving communities and equip them with the tools, support, and resources to successfully enter and advance in the sports and media industry.”
“All IN was born out of Rogers Sports & Media’s desire to build a more inclusive Canada, leveraging our unique role and responsibility to address racial injustice and social unrest,” said Jordan Banks, president of Rogers Sports and Media, in the press release.
“Last year, we gave $2 million in advertising and creative services to our five All IN partners to showcase their invaluable work and extend their reach across Canada by amplifying their stories on both a national and local stage. These organizations saw tremendous lifts in brand recognition, donations, and web traffic. We are excited to build off this momentum with All IN 2022 and spotlight even more incredibly deserving Canadian organizations.”
The first All In campaign, which ran last year and received over 550 submissions, saw Rogers Sports and Media create “five customized partner campaigns with 17,000 ads airing across its suite of assets resulting in 63 million impressions for its partners,” the release says.
The All In 2021 partners were Big Brothers Big Sisters, Blacbiblio, Canadian Women & Sport, Friends of Ruby, and Spirit North.”
Because of the interest shown in the program, last year they profiled 200 additional businesses and awarded 26 BIPOC scholarships and mentorships.
Applications for All In 2022 are being accepted from now until Feb. 13 and can be submitted at https://www.allinforequity.ca/.
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