Reitmans conducts diversity campaign
Women’s clothing retail chain Reitmans has begun a campaign called “Diversity is the Fabric of Canada,” intended to highlight the cultural diversity of the country. This is the second year the chain has conducted this promotion. It features seven women of various professions and backgrounds, including hockey player Angela James, ballet dancer Chan Hon Goh and actress Mariana Mazza.
The campaign consists of a 30-second commercial, accompanied by in-store signage, digital materials, radio ads and social media content. In addition, limited edition articles of clothing have been designed in collaboration with each woman. For each item sold, the company will donate two dollars to a cause selected by each women. The campaign also includes a contest component in which 10 recent newcomers to Canada will receive a wardrobe worth $1,000. Winners will be determined based on a 150-word description of their thoughts on what makes Canada a great place to live. The campaign was developed by Cossette and was adapted into Punjabi, Mandarin and Cantonese by Ethnicity Matters.
“Through our second diversity campaign, we wanted to unite and celebrate the collective history of our beautiful country,” said Jackie Tardif, president of the Reitmans brand. “We are committed to making real and lasting change by using the reach of our brand to continue to advocate for respect and equality. This includes creating an inclusive work environment, whether it's within our own company or across all our marketing campaigns.”