In response to growing awareness (and alarm) surrounding sports safety, Bauer decided to launch a PSA campaign called Be Hockey Safe. After a year of no traction, Bauer asked us to examine the Be Hockey Safe initiative, and make recommendations regarding it’s strategy and execution.

Our idea was to say that by Being Hockey Safe, youth hockey players were actually going to Protect Your Ice Time. From there we proposed a more up-to-date identity and site design, advertising that spoke directly to young hockey players, and a set of different tactics that would bring this campaign to life.