For many Canadians, hockey is a way of life and they’re at hockey arenas regularly. However, most Canadians didn’t know blind hockey existed, let alone that an organization existed that taught hockey to the blind and visually impaired.

We created a series of posters that visually combined visuals representative of ‘hockey’ and ‘blindness’. The braille on the posters was raised to create an additional connection to the blind and visually impaired. The braille reads ‘courage’.

The campaign launched in January 2013 with the posters being placed in community hockey arenas across Canada. Early results indicate donations to Courage Canada have increased as well as increased traffic to the website.