Rogers Sports and Media is launching it’s All In Initiative. It is the result of conversations with employees and media partners about racial inequality in Canada. Part of the initiative will be aiding small businesses and charities seeking racial equality in the country.
The company has set aside $10 million. It will give that money away to worthy charities and small businesses in the form of advertising and creative services.
Sharon Hinds has been hired to oversee All In. The money will be divided evenly between businesses and charities, with prizes being awarded throughout the next five years.
In addition to financial support, Rogers has also committed to making some cultural changes. Those include the formation of an internal Content Advisory Council, the introduction of recruitment strategies to improve diversity in leadership positions, and the launch of a mentorship and sponsorship program to give young people in “equity-seeking communities” guidance to enter the media business.
