The Hockey Canada mission statement reflects the commitment and dedication of
Hockey Canada and the hundreds of thousands of volunteers in Canada, ensuring that hockey provides quality
opportunities that are both positive and fun for all participants.
PSA Campaign Synopsis
By reversing the roles in parent-child relationships, the TV, print and radio PSAs, created by Palmer Jarvis
DDB (PJ DDB) for Hockey Canada, put an impactful spin on the inappropriate pressures some parents may put on
their children. The national public service campaign is designed to raise awareness and promote discussion
about the issue of inappropriate parental behaviour in minor hockey and other sports.
As a parent in the game you play an important role in creating a safe, respectful environment for your son or
daughter. Hockey Canada has created this site in an effort to pass on important information to you as a
parent and to provide you with resources that are important as your son or daughter progresses through this
great game.
