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RELAX, IT’S JUST A GAME’
November 27, 2002
CHA and PJ DDB launch first PSA campaign
against ‘bad hockey parent behaviour’
TORONTO, November 27, 2002 – At a
media conference today in Toronto, the Canadian
Hockey Association (CHA) and Palmer Jarvis
DDB (PJ DDB) unveiled a ground-breaking
public service campaign. Entitled, ‘Relax,
it’s just a game’, the campaign
is designed to raise awareness and end some
of the inappropriate parental pressure toward
young hockey players in Canada.
"Parents have been identified as one
of the factors that can make the game fun
for young kids, but pressure from parents
is also one of the factors that make kids
leave the game," said Sheldon Lanchbery,
CHA Chair of the Board. "The CHA wants
to take a leadership role. By launching
this campaign we hope to assist in changing
some of these unacceptable attitudes and
behaviours."
With the tag line "What if kids pressured
us the way we pressure them? Relax. It’s
just a game", the campaign addresses
the problem of the ‘bad hockey parent’
for the first time through public service
announcements. The PSA’s use humour
to reverse roles in parent-child relationships
by putting an impactful spin on the pressures
some parents may put on their children involved
in sports.
"These spots were designed to motivate
parents to unite against ‘bad hockey
parent’ behaviour," explains Scot
Keith, PJ DDB Account Director. "We
are striving to make it become socially
unacceptable to act this way. The pressures
parents can put on children often takes
the fun out of playing –aggressive
behaviour ruins the game for everyone."
The public service campaign, launched in
English and French, encompasses TV, radio,
print and web outlets. The "Relax,
it’s just a game" campaign concept
was conceived by PJ DDB’s Scot Keith
and developed jointly with the CHA over
the last six months. Keith gathered the
support of hockey fans and parents at the
agency to execute the creative for the campaign.
"PJ DDB has demonstrated their commitment
to hockey in Canada through the development
of this pro-bono campaign," comments
Bob Nicholson, CHA President. "To continue
spreading this important message across
the country, we require the support of national
media outlets. Together we can curb this
ongoing issue in Canadian sports."
As the campaign kicks off, Canadians from
coast to coast including athletes, parents,
business leaders and members of parliament
have expressed their support for the project.
"We often look to athletes to serve
as models for our children. As we encourage
our own children to become athletes, we
have to recognize that model behaviour begins
in the home. I applaud the Canadian Hockey
Association and Palmer Jarvis DDB on this
innovative campaign," said Minister
of Canadian Heritage Sheila Copps.
To download the print ads that can be included
in newspapers, magazines, newsletters or
other printed materials, visit www.canadianhockey.ca.
The TV and radio PSA’s, information
on the CHA’s Chevrolet Safe and Fun
Parent Education Program as well as CHA
and Branch related materials on this subject
can also be found on the CHA’s official
web site.
About the Canadian Hockey Association
The Canadian Hockey Association (CHA) (www.canadianhockey.ca),
is the sole governing body for hockey in
Canada, following the merger in July 1994
of the Canadian Amateur Hockey Association
and Hockey Canada. The association links
players, coaches, officials, volunteers,
administrators and others involved in local
hockey across Canada to all provincial,
national and international hockey bodies.
CHA oversees the management of hockey programming
in Canada from entry level to international
competitions. The CHA strives to improved
the delivery system for hockey development
programs throughout Canada with regional
Centres of Excellence in Vancouver, Calgary,
Montreal and Saint John.
About Palmer Jarvis DDB: Better Ideas.
Better Results
Palmer Jarvis DDB (www.pjddb.com) is Canada’s
top creative communications agency. Named
Agency of the Year in 1999, 2000, and 2001
by Strategy, as well as by the National
Post in 2000, PJ DDB is recognized for breakthrough,
award-winning work that generates significant
results for clients. Headquartered in Vancouver,
PJ DDB has offices in Toronto and Edmonton,
as well as a network of strategic alliances
across Canada. The agency’s integrated
services include public relations; public
affairs; market and social research; database
marketing; graphic design; corporate identity;
sales promotion; event marketing and sponsorship;
new media/interactive services; and youth
marketing. PJ DDB is part of DDB Group Canada,
DDB Worldwide and Omnicom Canada.
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