Most Canadians don’t know blind hockey exists, let alone an organization that teaches hockey to the blind or visually impaired. Our key objective was to design a low-cost giveaway, to distribute at the Courage Canada tournament to existing supporters, that would continue to help spread the organization’s message and drive traffic to their website after the tournament was over.

We had to consider the unique nature of blind hockey, and the audience we were targeting –tournament spectators. Knowing that it’s common for people to purchase memorabilia when attending games, it felt natural to deliver our message with a poster. Especially since a poster is usually hung up for all passersby to see.

Rolled up, the poster resembled a blind walking stick. Unrolled, the interior depicted an overhead view of a hockey “face-off”, as well as a human eye. The copy spoke to the goals of Courage Canada and encouraged people to show their support by visiting the website.

Over the course of the three-day tournament, every spectator in attendance walked away with a poster. The reception was overwhelmingly positive, creating a lot of buzz both at the event and in the days following. This included coverage in National newspapers, online, plus Mark DeMontis, the founder of Courage Canada, was also featured on the national television news. In the month following this year’s tournament we have seen an increase in traffic to the Courage Canada website as well as increased donations to the charity.