Our multifaceted marketing campaign included a video starring A-list athletes delivering our #StickInTheGround call to action.

Our superstar volunteers included sports icon, Billie Jean King, hockey legends Connor McDavid, PK Subban and Auston Matthews, and some of the biggest names in the sports industry, including the best female hockey players in the world. More than 30 athletes pledged their support for women’s hockey and the PWHPA. The high-profile athletes and celebrities guaranteed that our message was heard, trusted, and encouraged positive change.

Produced by Clarke and David, the video aired on the NHL Network in the United States, on Sportsnet in Canada and on the PWHPA social media channels, where it was shared by numerous influential accounts including the NHLPA, Brian Burke, the LA Kings and many more! But, we weren’t ready to hang up our skates yet. We next distributed a national news release with targeted media relations to position the PWHPA as THE voice for professional women’s ice hockey in North America.

Our initial video was so well received, that more athletes and key stakeholders asked to get involved. This led to the creation of a second #StickInTheGround video starring Hayley Wickenheiser, Doug Gilmour, Kaylyn Kyle, Jacob Slavin, Cammi Granato, and many more epic individuals. Our two #StickInTheGround videos received hundreds of thousands of views, without any paid amplification and were shared across Instagram, Twitter, Facebook and LinkedIn.