Pattison Outdoor is launching a national grant program that will distribute $1 million in media space to non-profit and charitable organizations that promote diversity across Canada.

Spearheaded by the company’s diversity and inclusion committee, “Elevating Voices” is a new annual grant program designed to leverage the reach, inventory and power of out of-home advertising to give local non-profits an opportunity to expand their communications. It is open to groups that service and support different ethno-cultural groups, the 2SLGBTQ+ community, women’s equality, those with disabilities and those that work on any projects that promote diversity and inclusion.

Pattison will give up to $400,000 in media value to one national partner, as well as roughly six grants of up to $100,000 to regional partner, though the amount may vary depending on how localized the campaign is. All media value will be provided for campaigns running in the 2023 calendar year. Applications must be submitted by Dec. 31.

Many non-profits, especially smaller ones, typically rely on earned and digital media to spread the message of their work. Steve McGregor, president of Pattison Outdoor, says the grant program is meant for organizations that might not otherwise have the ability to access the reach of traditional media. Bridget Campbell, Pattison’s director of digital production and co-chair of its D&I committee, adds that the company’s network of signage puts it in a “unique position to amplify the message of underrepresented groups with our mass reach.”