Posted on March 27 2020
A cause marketing initiative by three Canadian creatives is raising funds for nonprofits and bringing awareness of the importance of women in top spots.
Calgary-based fashion designers Sarah Elder-Chamanara of Madame Premier and Emma May of Sophie Grace teamed up with artist Mandy Stobo to create a limited-edition fundraising collection of t-shirts featuring Canada’s COVID-19 expert physicians.
The initial three designs, featuring British Columbia’s and Alberta’s provincial health officers, Dr. Deena Hinshaw and Dr. Bonnie Henry, and Canada’s Chief Public Health Officer, Dr. Theresa Tam (as seen above), sold out so fast the designers decided to do a second run. This time, they added a t-shirt with a portrait of Toronto’s medical officer of health, Dr. Eileen de Villa. As of the time of this publication, two of the four t-shirt designs were sold out.
While the primary reason for the collection was to raise much-needed funds for nonprofits, the initiative’s mission also aligns with Madame Premiere’s goal to empower women and bring awareness to the work of women in politics, who are greatly underrepresented.
“We’re so used to seeing men in these prominent positions so having these accomplished, successful, and well-educated women doctors speaking to their provinces and the country is an opportunity for girls who are considering careers in politics and the health sector to see roles they can really be.” - Sarah
All of the net proceeds will be donated to food-related aid organizations Fresh Routes, the Greater Vancouver Food Bank and Second Harvest. Sara’s also launched free printable colouring sheets of the portraits to spark creativity and perhaps a conversation with kids about COVID-19 and the importance of women in medicine, science, and politics.