We Are All Hockey
Marketing Campaign to prevent bullying in female Hockey
The Project
#WeAreAllHockey is running a marketing campaign to prevent bullying in female Hockey.
The campaign involves all actors such as players, the general audience, parents, and referees.
Project Team
- Laura Albarracin
- Mariia Shevchenko
- Nathalya Menezes
- Tallyta Triolo
My Role
Graphic & Web Designer
Project Year
2023
The Goal
Our main goal is to invite people to share their experiences related to bullying towards women in hockey.
The We Are All Hockey logo was developed by combining hockey elements and colours to convey a message of inclusivity and togetherness.
The stick and disk were used to create the icon. The font with some rounded strokes connects with hockey elements, such as the shape of the ice rink, the disk and the tip of the stick.
Hockey is a beloved sport that brings people together from all walks of life. However, like any sport can also be a breeding ground for negative behaviour, including bullying.
At #WeAreAllHockey, we believe that every player should be able to enjoy the sport without fear of harassment, sexism, or bullying.
Key Visual
The campaign has the focus message "Her Hockey. Her Voice". Its aim is to show the remarkable strength of women in this sport. In addition, the slogan "A Major Penalty for Bullying" was incorporated to endorse the campaign and emphasize that hockey is a sport where everyone can thrive and receive respect.
Billboard
The billboard pieces to promote in a massive campaign, mainly in big cities, on billboards next to hockey rinks.
Marketing Activation
The concept behind the marketing activation is to cultivate an ambiance on game days by promoting the campaign through billboards and setting up a box that enables people to share their stories and motivational messages for women in sports.
The box will be designed to align with the campaign's branding and can also feature a QR Code that allows people to access and share messages online via a form.
Market Alliances
Partnership with Tim Hortons and Scotiabank to promote and support the campaign.
Promotional Items
To boost the campaign's visibility on game days, customized wristbands will be handed out to the public. Furthermore, a range of promotional merchandise, including caps, t-shirts, and hoodies, has been created and will be available for purchase both in the arenas and on the We Are All Hockey website.
Web Strategy
All our campaign is connected to our main website: We post our research's main findings, and we post others experiences. Security and privacy are solid for the participants. We count on resources like podcasts, interviews, and recruiting processes for Women Hockey players supported by Women’s Hockey Life.
We are committed to promoting a culture of respect and inclusivity in hockey.
Thanks for watching!
Feel free to share your thoughts on this project :)
