In early 2013 Nike and Hockey Canada launched the Team Canada Livestrong collection – a limited edition jersey and apparel line for the 2013 IIHF ’s World Hockey Championship in Ottawa, with a portion of proceeds being donated to Livestrong Canada. To support the launch and initiative, our team developed a campaign to promote the collection and drive awareness of the foundation, encouraging consumers to join the women of Team Canada and the “Fight With Us” movement against cancer.

The first phase involved re-designing the Livestrong pledge site. Here people could add their “I’m in” message to a virtual pledge wall, offering support to others or sharing stories of how cancer has affected their lives. Enabled with social sharing capabilities, and supported with content and messaging from Nike Hockey social media channels, the conversation spilled into Facebook and Twitter rallying over 1,200 pledges.

Partnering with TrojanOne, we extended the campaign through consumer experiences at three women’s hockey tournaments in Toronto and Ottawa – including the Canada vs. U.S.A game at the IIHF Women’s World Hockey Championship. Here, event staff encouraged players, parents, and fans to submit their pledges via tablet and participate in a photo booth experience wearing the Livestrong Team Canada jersey. Their photo, name and pledge were then digitally assembled and uploaded to Livestrong and Nike Hockey Facebook albums to be shared socially. The photos were also displayed on the jumbotron and digital screens around the arenas. In total 123 consumer images were captured and uploaded.