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By Audrey Kemp, LA Reporter

May 12, 2023 | 5 min read

In Canada, 50% of girls give up on their dreams in sports. A new film from DoorDash Canada and the WNBA aims to turn the tide.

Food delivery brand DoorDash Canada and the Women's National Basketball Association (WNBA) want to see young Canadian girls shoot for their dreams in sports.

Today, the two organizations unveiled a new film meant to inspire more Canadian girls to pursue basketball and other sports: ‘It’s happening.’ Directed by Toronto-based cinematographer Vanessa Millado and created with agency No Fixed Address, it was created in response to the 2022 Canadian Women & Sport Rally Report, which found that 50% of girls in Canada quit sports before adolescence.

The film spotlights different generations of female basketball players, from the community level, to the big leagues, coming together to create “a love letter to the girls picking up a basketball for the first time and the women who never let it go as they pursued the sport,“ according to a release shared with The Drum.

What’s more, the women featured in the film come from various Canadian women’s basketball organizations, including the Albany Avenue Basketball Association, Lay-Up Youth Basketball, Hoop Queens, Hoops for Her and Crestwood Prep College.

“As a woman and parent to young girls, this campaign’s intentions are powerful, said No Fixed Address’ chief creative officer Alexis Bronstorph in a statement. “DoorDash Canada is leading the charge toward a more equitable and visible future for women athletes, and finding solutions to keep more young Canadian girls interested in playing sports as they age is an ambition we will always jump at the chance to be part of.”

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The film premieres tomorrow on the Scotiabank Arena’s jumbotron during the preseason game between the Chicago Sky and the Minnesota Lynx. The game will mark the first time a WNBA game will ever be played in Canada. As part of the effort, DoorDash Canada also invited the top two Canadian University Women’s teams — the University of Alberta and University of Carlton (Ottawa) women’s basketball — to attend the game and witness the film screening live.

Credits

Agency: No Fixed Address

Production: Good Karma

Editorial: Leah Lalich via Nimiopere

VFX & animation: Darling

Audio: Sndwrx

Media: Wavemaker, GroupM Sports & Entertainment

Social Media & events: Ruckus Digital

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