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CANADIAN HOCKEY ASSOCIATION

The vast majority of hockey parents show respect for the game and their kids, but in the summer of 2002, they were beginning to look outnumbered by rogue parents, whom Palmer Jarvis identified as "The Intimidators," "The Deranged Hockey Moms," "The Time Watchers," and "The Pushers." The behavioural motivation of each archetype was different but they all needed to hear the same message: Relax, it's just a game.

The idea was classic role reversal. The contrast of innocent children treating their parents harshly acted as a mirror, and humorous executions in TV, print, the Web, PR and NHL arena television allowed parents to let their guard down long enough to receive a very serious message.

The campaign, along with spokesperson Walter Gretzky, won national and international media attention. On the first day, 40,000 people downloaded the ads from the Canadian Hockey Association Web site. Within a month, that number reached 10 million hits from Canada and abroad. The PR value alone was estimated at $6.5 million. Not bad for an $85,000 campaign.

Print

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Television

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