University of alberta

Changing
the culture
of sport

one roll of tape at a time

A BIT OF BACKGROUND

Homophobia remains a significant issue in team sports, especially for young players. LGBTQ+ youth don’t have many professionals to look up to. And for young LGBTQ+ players, the lack of “out” role models means they don’t see themselves represented.

THE CHALLENGE

To create a positive, inclusive and future focused campaign centred around increasing LGBTQ+ visibility.

THE SOLUTION

pride tape

Create a campaign centred around a simple roll of rainbow tape—one that has the potential to become a powerful badge of support from the hockey world to young gay players. We needed it to have the potential to be spread on a large scale because a short-term awareness campaign could never do these issues justice.

It had to reach people from both the hockey and LGBTQ+ communities—and turn our audiences into our advocates.

THE WORK

it started with a kick

The Pride Tape strategy began with a Kickstarter campaign that helped us tackle two key goals at once: raising money to get the tape produced while raising awareness for the issue. It created passionate ambassadors who shared the message with conviction across their social networks.

Along with the University of Alberta, we were joined by You Can Play—the most prominent charitable organization working towards inclusivity in sports—who immediately came on board and helped us gain the support of the NHL, its teams, and its players.

Poster of Pride Tape hockey sticks at a rink

Pride tape hockey sticks leaning against a wall

Then we convinced many outlets that the cause was worth getting behind, which wasn’t hard. TV, print and outdoor media outlets lent their support to help make the Kickstarter a success. And it was overwhelming, with $850,000 in ad space donated to the campaign.

The Oilers stepped up in a big way, becoming the first NHL team to use Pride Tape on their sticks for their sold-out Skills Competition and blasting out the story on their website and through all their social media channels. We also received the early and critical support of Brian Burke, then President of the Calgary Flames. The NHL also came to the table, providing rewards for the Kickstarter page, an article on NHL.com and social media mentions.

It is so important for kids to see casual displays and hear positive words of encouragement and to feel that sense of confidence that comes when you are supported.

Kerry Gilmore Burke
Mother of Brendan Burke

A mosaic of professional and amateur hockey players wearing pride tape

Ryan Kenny

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Creative & Design

Ami Dykstra

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