2023 Winner

In a bold and deceptively simple move designed to address systemic gender inequity in sports and beyond, the YWCA developed a campaign that added an “M” to existing logos of men’s sports leagues to match the “W” added to logos to indicate women’s sports. “Add the M,” by Rethink, was launched on YWCA social channels with a video featuring gender equity activists, and was amplified by professional athletes and sports media companies - Christine Sinclair, Andre De Grasse, Donnovan Bennett and Tara Slone among them. Free downloadable logos and Instagram stickers made it easy for people to participate and add the M to their own league’s logos. Over 170 publications covered the story, achieving a total overall reach of over 102 million impressions. The campaign also achieved an earned media value of 46,000% above the investment.

Credits

Chief Creative Officer: 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
Chief Strategy Officer: Sean McDonald
Strategy Director: Nicole Rajesky
Producer: Teresa Bayley, Kyle Hicks
Studio Artists: Brad Kumar, Todd Bennett
Editor: Tyler Erdalac, Thomas McKeen
Sound Editor: Grayson Music
Developer: Brad Stapleton, Steve Lam
Kat McKeen, Group Account Director
Kennedy Crawford, Account Director
Nicole Kerrigan, Account Manager
Jessie Durand, Account Manager
Strategic Communications Lead: Meredith Montgomery
Account Director: Sara Lemmermeyer
Editorial Lead: Lianne George
PR Coordinator: Kaitlyn Vian

Client:
Amy Juschka, Director, Advocacy and Communications