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Prosperity Project begins new campaign

Toronto-based not-for-profit organization The Prosperity Project has begun a campaign called “It’s Not Complicated” intended to promote and support women working in a recovering Canadian economy. The social media campaign makes use of a series of images accompanied by copy such as, “It’s not rocket science,” “It’s not brain surgery” and “It’s not nuclear engineering.” According to the organization, the creative focuses on careers that have traditionally be thought of as male and in which women are under-represented. The creative also features the polka dot bandana worn by the spokescharacter Rosie the Riveter during the Second World War.

“We have a collective responsibility to empower and encourage women to strive for successful careers in all fields,” said Pamela Jeffery, founder of The Prosperity Project. “Female rocket scientists, or brain surgeons, nuclear engineers, precision welders or CFOs, should no longer be an anomaly or a rare exception. There has been extensive commentary on how women have been adversely impacted by the COVID-19 pandemic. This campaign amplifies the urgent need for systemic change to enable women to advance in these careers without barriers and obstacles. It is a rallying point to shift mindsets and spur impactful action.”

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