Background: 

In para hockey, the odds are still stacked against women. Only three women have ever played in the Paralympics. To reach the highest level, they’ve had to compete on men’s teams. Canada’s Women’s Para Hockey Team is determined to change that.

They came to us with a mission: raise awareness, elevate the team’s profile, advocate for gender equity in para hockey, and drive meaningful action through donations.

The creative challenge was clear—this wasn’t a story about overcoming disability. It was about recognizing these athletes for what they truly are: elite, driven, and deserving of a place on the world stage.

Scope & Impact: 

Rooted in insights around our audience’s belief in inclusion, excellence, and representation in sport, we built a campaign that spotlighted the strength, confidence, and performance mindset of these remarkable women. From a bold 30-second broadcast promo to social media and fundraising tools, every asset was designed to be unapologetically fierce and emotionally resonant.

Our work boosted more than just awareness. #SticksIn became a rallying cry—an invitation to join the movement and help build a more equitable future for para hockey. 

Meeting these athletes and their supporters during the shoot was one of the most rewarding moments of my career. Their energy, resilience, and clarity of purpose were unmatched, and bringing their stories to life through this campaign was an absolute honour.

CLIENT: Women’s Para Hockey of Canada
AGENCY: Rogers Media Creative Group