Canadian Women and Sport

How we changed the game.

Providing foundational EDI learning, inclusive production workshops, and strategic guidance on organizational identity.

ID: Four women with light skin tones stand in a semi-circle, engaged in conversation at a professional event, set against a white background with a bold purple stripe. Two people face the group smiling: one with straight blonde hair wearing a red long-sleeved top and a lanyard, and another on the far right with short, dark curly hair wearing a grey plaid blazer and holding a white mug. They are joined by two others with their backs to the camera, one with shoulder-length brown hair wearing a white blazer and another with long, wavy blonde hair.

The Project

Canadian Women & Sport (CWS) initially engaged AndHumanity to develop a marketing and communications strategy. However, early collaboration revealed a fundamental gap – CWS lacked a clearly defined organizational identity. Without this foundation, any external strategy would be ineffective. At the same time, CWS was navigating multiple strategic initiatives, including a gender equity strategy, an EDI strategy, and a broader organizational strategic plan.

Our unique approach

Rather than moving forward with a misaligned strategy, AndHumanity advised a shift in focus – starting with a brand strategy to establish a clear foundation before diving into marketing communications. While the process was set in motion, internal priorities shifted, leading to a pause in the project.

Despite this, AndHumanity remained a trusted advisor, delivering:

A foundational EDI learning session for staff.
An inclusive visual and production workshop.
Strategic input on role descriptions, RFP processes, and inclusive campaign development.

CWS ultimately acted on our recommendations—reinforcing our role as a strategic thought partner, guiding clients toward the best path forward.

“Add a quote here from the client if one exists. If there isn’t, we can maybe try getting one from the internal team who was involved in the project who wants to celebrate a success, avoiding only celebrating the client.”

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