Modern-Day Rosie the Riveter-Inspired Initiative

Inspired by Rosie the Riveter, the iconic symbol of women in the workforce during World War II and beyond, we created the Modern-Day Rosie the Riveter-Inspired Initiative. The Rosie Initiative encourages Canadian women to join, re-join or stay in the workforce and be equal contributors to Canada’s economy. The Rosie Initiative is grateful to Co-Presenting Partners Capital Power and Ontario Power Generation and Amplify Partner BGIS for their support.

The Prosperity Project™ sees the clear need to explicitly link women and prosperity. A 2017 McKinsey study reported that advancing women’s equality in Canada has the potential to add 0.6 percent annual incremental GDP growth totalling $150 billion in incremental GDP by 2026. The study pointed to the three most important ways:

  • Increase women’s labour force participation rate by three percentage points;

  • Increase the number of women in targeted high value-add sectors such as natural resource development and technology; and

  • Increase working women’s working hours by 50 minutes per week.

Our vision is to increase:

  • The labour force participation rate of women;

  • The number of women STEM (science, technology, engineering and mathematics) graduates and workers;

  • The number of women skilled trades graduates and workers; and

  • The number of women in leadership and decision-making roles (and in the pipeline to these roles).

The Rosie Initiative is not only important for women and girls - it is important for all Canadians. We invite you to join us to support the economic empowerment of women and underscore the economic importance of gender equality.

The Rosie Resource Portal

Through our Rosie Resource Portal, we offer over 1,000 resources in a one-stop shop to help women overcome barriers they commonly encounter in building their careers. These include:

  • Limited access to job opportunities;

  • Role models/mentors;

  • Information women and girls need to make informed decisions about their education; and

  • Training and employment pathways.

By providing women and girls with the tools they need to succeed, we can increase the number of women in high value- add jobs in STEM, skilled trades and leadership.

Discover our Rosie Resource Portal

The Rosie Mentoring Programs

The Rosie Mentoring Programs support women entering, upskilling or pivoting to careers in STEM, skilled trades and leadership. Our FREE programs provide women with the opportunity for professional development by re-skilling, advancing in their careers or pivoting to new ones.

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'It's Not Complicated' Campaign

Inspirational and aspirational, It’s Not Complicated was created to raise awareness about the lack of women’s representation in STEM, skilled trades and leadership. Our campaign promotes women’s participation in high value-add sectors and their advancement in Canada’s workforce.

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Educational Webinar Series

Our Educational Webinar Series provides the opportunity to young women and girls to learn more about careers in STEM, skilled trades and leadership. We invite women in these areas to share their successes, identify ways to overcome barriers and offer tangible advice for others to succeed in these fields.

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Inspiring Stories About Women Leaders

Read about outstanding leaders from our Co-Presenting Partners Capital Power and Ontario Power Generation.

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With the help of our Partners

Co-Presenting Partners

  • Capital Power
  • Ontario Power Generation

Amplify Partner

  • BGIS logo

National Media Partner

  • The Globe and Mail
See all partners