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Pride Tape rainbow colors
Pride Tape logo

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.

Happy street hockey players sporting pride tape on their sticks

A screen of the pride tape kickstarter

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
Love written in brightly coloured tape

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 and social media mentions.

Pride Tape social media collection

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

We do a lot of this.

We spend a lot of time working with social behaviour change organizations. Come take a look.

see our experience