In what may be regarded as one of the biggest cause-marketing season-long initiatives tied to a pro league, the WNBA has launched “Take a Seat, Take a Stand,” a women and girls empowerment program that will grown throughout the year and beyond.

Beginning with the start of the season on May 18, for each ticket purchased, the WNBA will donate $5 to one of six organizations working with the league (of each fan's choosing). People can also elect to donate tickets directly to one of the organizations. 

In addition, for each ticket purchased, the WNBA will donate a ticket to “send a young woman or girl to a game to inspire her by the strength, talent and leadership of the women of the WNBA.”

The six organizations are Planned Parenthood, It’s On Us, GLSEN, MENTOR, Bright Pink and The United State of Women.

People will also have the option to support local organizations in all 12 teams’ communities, which will vary by city.

“For 22 years, the WNBA and its players — women playing at the highest level of their sport — have stood up as role models for millions of women and girls,”  WNBA president Lisa Borders said in a statement.

“With ‘Take a Seat, Take a Stand,’ we are proud to come together as a league to stand with our partner organizations, our fans and the many inspiring women raising their voices for change in the current women’s movement.”

Marketing support includes TV, Internet, social media and activation within each of the WNBA’s arenas.

Each organization working with the WNBA will also support through their resources.

The lead spot, “Take a Seat, Take a Stand,” shows WNBA players in action and also interacting with fans, as well as highlights from recent marches and movements supporting and empowering girls and women.

Text offers, “We stand for change. We stand for equality. We stand for her. We stand for us. We stand together. This season, your ticket supports more than women’s basketball. It supports women."

The spot plays out to “Can’t Knock Me Down” by Anna Mae.

“We’re so grateful the WNBA is standing up for the 2.4 million patients who rely on Planned Parenthood and supporting issues that affect the health, well-being, and success of women and girls,” Dawn Laguens, evp for Planned Parenthood Federation of America, said in a statement.

“Players have used their platforms to bring attention to inequality and, through ‘Take a Seat, Take a Stand,’ the WNBA is giving fans an opportunity to join them in the fight for social change.”

According to Katie Thiede, CEO for Bright Pink, “Bright Pink is proud to be part of such an important new initiative with the WNBA to empower women and girls to be voices for change.

“The WNBA has been an incredible partner to our organization by helping thousands of women know their risk for breast and ovarian cancer and be their own best health advocates. This program demonstrates the WNBA's strong commitment to women's causes and is a shining example of everything the league represents to our communities.”

The six national partner organizations for “Take a Seat, Take a Stand,” selected for their advocacy on behalf of girls and women:

• Bright Pink: "National nonprofit focused on the prevention and early detection of breast and ovarian cancer in young women."

• GLSEN: "National network of students, educators, parents and community leaders working to create safe and inclusive schools for LGBTQ students."

• It’s On Us: "Cultural movement aimed at fundamentally shifting the way we think about sexual assault."

• MENTOR: "The unifying champion for quality youth mentoring in the United States."

• Planned Parenthood,: "Nation’s leading provider and advocate of high-quality, affordable health care for women, men and young people, as well as the nation’s largest provider of sex education."

• The United State of Women: "National organization for any woman who sees that we need a different America for all women to survive and thrive — and wants to work collectively to achieve it."

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