Page 9 - Nov-Dec 2025 REPORTER

INDUSTRY NEWS

rona news agency, submitted its
Build Boards campaign
proposition at last year’s
competition, which was
held under the theme
“gender equity in Canada”
to promote inclusivity,
diversity and equity in
advertising.
Women in Construction: RONA Raises Visible across the
Awareness About Challenges Women Face in Greater Toronto Area until
the Trades December 21, RONA’s
RONA inc. is launching an advertising campaign features out-of-
campaign to raise awareness about gender home billboards near new-
disparities in trades in the Canadian build construction sites
construction industry. This campaign was to support more women tradespeople in Canada, which is why we
initially pitched by RONA as part of last getting into trades. Each board leads to the decided to make them the face of this
year’s IDEA Competition, an annual contest MoreWomeninTrades.ca microsite, which campaign that puts the spotlight on gender
organized by The Institute of Canadian aggregates tailored resources and grassroots disparities in the trades,” says Catherine
Agencies (ICA) and powered by Bell Media. initiatives tailored to women and girls, and Laporte, Chief Digital and Marketing Officer
made possible through RONA’s collaboration at RONA inc. “We felt it was important for
A competition to highlight the lived realities of with the Canadian Home Builders’ Association RONA to leverage its role as a trusted leader
gender disparities in Canada (CHBA), the voice of Canada’s residential in construction and home improvement to
Each year, the IDEA Competition invites construction industry. Together, they are highlight this reality and show women they
agencies and brands to propose a new driving real change by promoting resources belong in our industry. As the Executive
campaign. The most compelling creative that help enhance the leadership and Sponsor of our Pride Business Resource Group
concept among all submissions wins a $1M mentorship skills of women in skilled trades, and a woman myself, I know just how crucial
Bell Media package to bring the idea to going beyond raising awareness. it is to promote diversity, inclusion, and equity,
life. RONA, along with Sid Lee, its creative “Women make up only 5% of not just within our organization, but in our

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www.lbmao.on.ca LBMAO Reporter - November-December 2025 9