Canada is the most diverse country in the world. But our national game? Not so much. Sadly, discrimination is a fact of life for anyone who doesn’t fit the traditional hockey mold. As one of hockey’s biggest sponsors, Scotiabank had a responsibility to change that. Scotiabank “hockey for all” campaign tackles discrimination in hockey head-on by highlighting real athletes who have overcome racism, sexism, and bigotry.
From household names like PK Subban to a peewee coach who was told that he should be coaching cricket, the film shines a spotlight on hockey’s culture of discrimination while celebrating the diversity that already exists within the game. The campaign launched on the opening night of the NHL season with a :60 second film that juxtaposed the real words, comments and insults experiences by hockey players with their extraordinary achievements. In print, acclaimed New York Times Chicano photojournalist Roy Baizan captured real moments showcasing diversity in hockey. These images took over arenas across the country.