The Hyundai Hockey Helpers fundraising push was launched at the start of Hockey season with an integrated campaign.

TV was secured on the popular Hockey broadcast Hockey Night in Canada and a spot was developed.

A series of online videos featuring Hockey star P. K. Subban teaching hockey skills were released to engage young hockey players and their parents.

A unique fundraising poster was distributed to Hyundai dealerships to visualize the success of local fundraising efforts by literally showing how children were being equipped to join in the game with each donation.

In hockey, scoring three goals is called a hat trick, and that’s what this program achieved. It achieved three goals:

1. The campaign succeeded in raising awareness of the charity. Advertising awareness increased 86%, while interest in finding out more increased by 36%.

2. The online video content drove engagement with hockey families – over 675,000 views.

3. Grass-roots activation and fundraising has given 4,600 children a chance to get in the game. This was a 200% increase over the program objective.