TORONTO, - 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
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
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