Lightning High School Hockey League Case Study

PROBLEM/OPPORTUNITY

Hockey is a tough, physical sport – one that the players, coaches and families all have a strong passion for. But that same passion can evolve from healthy competition to vitriol & anger. This negativity perpetuates itself and grows resulting in a toxic environment that is more about tearing others down, than playing hard and elevating the sport.

STRATEGY

Curb negative play and attitudes by instilling personal accountability and laud the benefits of positivity and sportsmanship in a compelling way.

COMMUNICATION OBJECTIVE

Elevate the game through positive attitudes and actions – on & off the ice.

THE CAMPAIGN

“Check Yourself”

While we can’t account for others, we can control our own thoughts & actions. When the negativity starts creeping in, we need individuals to pause and assess the situation – to take an internal time out – to allow cooler heads and positive attitudes & actions to prevail.

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