Minor hockey is continually challenged by perceptions of aggressive, overly-involved spectators (ok, we’ll say it – parents and family members) who lose sight of the many benefits that come with participating in hockey. Recognizing that the media is quick to share the stories of negative behaviour, Hockey Calgary turned to long-time agency partner LPi Group to craft a different narrative – focusing on all the good that the game provides.
‘Hockey Inspires’ was the core message in a campaign that invited voices from every aspect of the game, from the youngest players to coaches, officials, volunteers and members of Calgary’s media, who still draw on life-lessons learned on the ice. Each voice captured a distinct outcome that hockey gave them, from leadership and confidence to passion and respect, for everyone who takes to the ice, Hockey Inspires something positive.