Overview

• The initiative seeks to keep girls in organized sport after research showed about half drop out by age 17.
• A new hub, KeepGirlsPlaying.ca, offers free resources for coaches, sport leaders, policy-makers and businesses based on research with girls.
• The campaign emphasizes listening to young athletes to shape programs, policies, marketing and leagues that make sport more inclusive.
• Outreach will run in English and French through the fall across social media and direct partnerships with sports organizations.
• The project has partial federal funding and Sport Canada support, with athlete advisor Kia Nurse highlighting the focus on girls’ voices.