Changing the face of hockey
By ZGM Modern Marketing Partners
Client
HDA - Hockey Diversity Alliance
Services
Project Description
THE CHALLENGEA history of racism –There is a darker side to hockey where black, brown, and indigenous players can experience racism and this rotten culture is creating very real consequences for the game. Registration in hockey youth leagues is decreasing at an alarming rate.Nine NHL players of colour banded together in this moment of racial reckoning to shed light on the very real issues within the game. They aimed to bridge the gap to help ensure children of colour fall and stay in love with the game of hockey by promoting diversity and inclusivity.With high-stakes meetings with the NHL and Hockey Canada and only a few weeks, until the NHL resumed in the Covid bubbles, the HDA engaged ZGM to build a polished brand. It happened faster than Connor McDavid on a breakaway. THE WORKBrand –In less than 4 weeks, from the time the Hockey Diversity Alliance was formed to the time the 2020 season kicked off, ZGM developed an accessible logo and brand for the HDA.On August 1, 2020, Matt Dumba became the first NHL player to kneel during a national anthem ceremony. He did it donning the HDA hoodie ZGM made for him. As he knelt for the anthem, ZGM launched the HDA website, store, brand video, and social account, along with the #isupporthda campaign.Campaign –The very successful #isupporthda organic campaign was launched to build ally support. Players posted a video of HDA allies (including Connor McDavid, Patrick Maholmes, Alexander Ovechkin & many more) publicly stating their support for the HDA and the BLM movement. Social channels, built and managed by ZGM, have over 27K followers. RESULTSMatt Dumba’s speech, and subsequent anthem kneel, was seen by millions of viewers as the 2020 hockey season kicked off.Substantial financial commitments from Kraft-Heinz and Scotiabank to fund grassroots programs, along with additional corporate sponsors to be announced soon.Over $250,000 in HDA apparel85K unique visitors to the website
THE CHALLENGEA history of racism –There is a darker side to hockey where black, brown, and indigenous players can experience racism and this rotten culture is creating very real consequences for the game. Registration in hockey youth leagues is decreasing at an alarming rate.Nine NHL players of colour banded together in this moment of racial reckoning to shed light on the very real issues within the game. They aimed to bridge the gap to help ensure children of colour fall and stay in love with the game of hockey by promoting diversity and inclusivity.With high-stakes meetings with the NHL and Hockey Canada and only a few weeks, until the NHL resumed in the Covid bubbles, the HDA engaged ZGM to build a polished brand. It happened faster than Connor McDavid on a breakaway. THE WORKBrand –In less than 4 weeks, from the time the Hockey Diversity Alliance was formed to the time the 2020 season kicked off, ZGM developed an accessible logo and brand for the HDA.On August 1, 2020, Matt Dumba became the first NHL player to kneel during a national anthem ceremony. He did it donning the HDA hoodie ZGM made for him. As he knelt for the anthem, ZGM launched the HDA website, store, brand video, and social account, along with the #isupporthda campaign.Campaign –The very successful #isupporthda organic campaign was launched to build ally support. Players posted a video of HDA allies (including Connor McDavid, Patrick Maholmes, Alexander Ovechkin & many more) publicly stating their support for the HDA and the BLM movement. Social channels, built and managed by ZGM, have over 27K followers. RESULTSMatt Dumba’s speech, and subsequent anthem kneel, was seen by millions of viewers as the 2020 hockey season kicked off.Substantial financial commitments from Kraft-Heinz and Scotiabank to fund grassroots programs, along with additional corporate sponsors to be announced soon.Over $250,000 in HDA apparel85K unique visitors to the website
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