It's Not Complicated

The New Faces of Women in the Workforce

BY The Prosperity Project |
Mar 30, 2021 |

“It’s Not Complicated” campaign a modern-day Rosie the Riveter – a rallying point to inspire and empower women in Canada’s economic recovery

TORONTO, March 30, 2021 – Much like Rosie the Riveter was a powerful symbol of women as a vital force in the WWII war effort, The Prosperity Project is launching an awareness campaign for another major battle – ensuring women are supported and empowered in Canada’s economic recovery.

The It’s Not Complicated features a series of eye-catching images built around idioms like “It’s not rocket science,” “It’s not brain surgery” and “It’s not nuclear engineering” – phrases ironically pointing out thinking that should be obvious. Not coincidentally, these idioms also reference careers that are stereotypically male.

“We have a collective responsibility to empower and encourage women to strive for successful careers in all fields. Female rocket scientists – or brain surgeons, nuclear engineers, precision welders or CFOs – should no longer be an anomaly or a rare exception,” said Pamela Jeffery, founder of The Prosperity Project, a not-for-profit organization created to ensure Canadian women are not left behind in the COVID-19 pandemic recovery.

The It’s Not Complicated imagery highlights professions in science, technology, engineering, mathematics, skilled trades and leadership, areas where women are proportionally under-represented. Stark statistics underpin the images – for example, less than a quarter of natural and applied science positions are held by women, while women comprise fewer than 18% of newly licensed engineers in Canada.

“There has been extensive commentary on how women have been adversely impacted by the COVID-19 pandemic. This campaign amplifies the urgent need for systemic change to enable women to advance in these careers – without barriers and obstacles,” Jeffery said. “It is a rallying point to shift mindsets and spur impactful action.”

Presented by Ontario Power Generation, The Prosperity Project’s broader awareness campaign includes, in addition to It’s Not Complicated, the Rosie Mentoring Program, an Educational Webinar Series and an Online Resource Portal.

“The greatest challenges of our generation are upon us. Driving the nation’s economic recovery, while also tackling climate change requires the talents and problem-solving of women working in all fields and at all levels where decisions are made,” said Subo Sinnathamby, Ontario Power Generation’s SVP overseeing the Darlington Nuclear Refurbishment, one of Canada’s largest clean energy projects. “For OPG, attracting and retaining women is also a business-critical issue. We hope women and girls are inspired by this campaign to pursue career opportunities in STEM and skilled trades.”

In tribute to the campaign’s inspiration, It’s Not Complicated imagery incorporates Rosie the Riveter’s iconic red and white polka dot bandana, harkening back to the original symbol of women’s capabilities in the workforce.

“We encourage Canadians to share what resonates with them from this campaign on social media and proudly display these modern-day symbols of women’s skills, strengths and successes,” Jeffery said. “After all, if women and girls can see it, they can be it.”

About The Prosperity Project

Launched in May 2020, The Prosperity Project is a volunteer driven, not-for-profit organization conceived by a diverse group of 62 female leaders from across the country – women who have historically made a difference and are committed to continuing to promote positive change as active participants in The Prosperity Project.

The organization was founded and is being led by Pamela Jeffery, founder of the Women’s Executive Network and Canadian Board Diversity Council. The Prosperity Project is taking action to explicitly link women and prosperity, underscoring the economic importance of gender equality during the COVID-19 recovery. Specific initiatives include a matching program connecting not-for-profit organizations with business expertise to bolster these organizations’ in-house skills and expertise, quarterly pan-Canadian surveys and an annual report card on gender diversity and leadership.

Visit The Prosperity Project website at

Media contact:

Lindsay Ranson
(613) 292-6630