Responses by Bauer Hockey
Background: In 2018, we launched our Women’s Movement Never Stops global campaign to educate parents and girls on the benefits of hockey to develop self-confidence, self-esteem and a healthy body image. In 2019, we wanted to showcase even more of the amazing female players making an impact on the game at all levels. This involved a brand ad featuring girls setting the record straight on some common female stereotypes, the story of six Muslim sisters out to prove that hockey is truly for everyone and the moving story of an amazing young woman with a debilitating genetic bone disorder who plays goalie on a boy’s team.
Reasoning: The growth rate of hockey registrations for young girls is climbing, but there are still far more men playing the game than women. The goal of the campaign is to assist the women’s game by creating more exposure and excitement.
Challenges: Ensuring that we did not appear inauthentic. We took care to appear authentic to the hockey community and young girls, plus showcase our passion for the game.
Favorite details: The fact that our social media engagement metrics for the campaign’s entire first year were matched by this year’s campaign in only its first week! The one-minute spot “Jewelry” launched on March 19 and in 48 hours, had more than one million views and engagement from several National Hockey League players and global celebrities.
Anything new: We learned that the women of this sport have so many amazing stories to tell and are just as passionate about hockey as the guys. We’re excited to showcase even more great female-focused stories in the future as this campaign grows from year to year.
Alternative approach: All that we would change would be starting the #womensmovementneverstops campaign years ago. It’s had a big influence in the number of girls playing the sport and we’re confident it will continue to grow.