EAST MEADOW, NY, USA - In a modern society that can sometimes teach girls to judge their worth on looks rather than their abilities, it's no wonder that by age 14, girls are dropping out of sports at twice the rate of boys. And when they walk away from sport, they walk away from their potential.

Before Wimbledon on Friday, June 15, the Women's Sports Foundation and Gatorade kicked off an initiative to keep more girls in the game in honor of the 40th anniversary of Title IX. Supporters from sport, media and entertainment, including elite athletes, are joining together in raising awareness and funds for the Foundation's programs that give girls access and opportunity to be healthy and successful leaders. Look for the national PSA in theaters and on ESPN, FOX Cable Networks, MTV, and also online at www.keepherinthegame.org.

Serena Williams, who just won her 14th Grand Slam title at Wimbledon on Saturday, showed her support for the cause on Twitter:

And Williams also appears in a new series of ads for the cause - her ad features two photos, one of her playing tennis as a child and one of her playing tennis now, separated by the tagline, 'If I walked away then, I wouldn't be here now.'

You can join the movement by making a donation and changing your social media profile picture to one of your 14-year-old self - or younger - or a girl whom you support. Tell your Friends and Followers why you're glad you stayed with sports and ask them to donate and change their profiles. June 23 was the 40th anniversary of Title IX, which states 'No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity.'

The Women's Sports Foundation is an educational nonprofit organization founded in 1974 by Billie Jean King. Its stated mission statement is 'To advance the lives of girls and women through sports and physical activity.'