Fifteen years after he co-founded Respect Group Inc. alongside Memorial Cup champion and World Juniors gold medallist Sheldon Kennedy in April 2004, Wayne McNeil’s passion for eliminating bullying, abuse, harassment and discrimination (BAHD) in sport remains fervent. 

And why not? After all, statistics, direct feedback and even academic research firmly show the organization’s online training programs have struck an impactful chord with Canadians. 

“I hear our program being used in conversation as a catalyst to empower the bystander or just exude confidence for people to talk about the issues,” remarks McNeil. “I have heard from a lot of hockey leaders say things like, ‘That wasn’t very Respect-in-Sport-like’ or ‘Have you taken the Respect in Sport program?’”

Respect in Sport’s entry into the common minor hockey vernacular is a result of 668,123 individuals (coaches, referees, parents, athletes) connected to Hockey Canada being trained through the Respect in Sport Activity Leaders Program (introduced in 2008-09) and/or the Respect in Sport Parent Program (launched in 2010-11) over the past decade. 

McNeil says his team is driven to provide the men and women taking Respect in Sport courses a road map to fostering a safe and positive playing environment. 

“Our team is trying to make good people better and give them the tools to be better,” says McNeil. “It is not about compliance. It is about culture change.”

Before launching with Respect in Sport, Hockey Canada had educated its members about bullying, harassment and abuse through in-person Speak Out workshops for 12 seasons dating back to 1997. This face-to-face approach proved to not be ideal because it was hard to guarantee consistent messaging at every seminar – sometimes anecdotes or illustrations from the session leader or participants overshadowed the proceedings. 

Paul Carson, Hockey Canada’s vice-president of hockey development, says the shift to an e-learning approach with Respect in Sport offered two key advantages.

“The number one thing is that the transition facilitated a real consistency in the delivery of the content,” says Carson. “The second thing is that content can quickly be changed online to reflect changes in policies and procedures, or even laws and regulations – and everyone receives the updated version at the same time.”

This past July, the Respect in Sport Activities Leader program curriculum was updated to include chapters entitled Early Sport Specialization, Gender Equity, Vicarious and Indirect Trauma, and Aboriginal Awareness in the Context of Sport.

A total of 301,743 Canadians – chiefly coaches – have completed the Respect in Sport Activity Leader Program since the 2009-10 season, an average of 30,174 individuals per year. 

“Coaches are saying they now have good information, research and direction on how to provide leadership in the rink, leadership in the dressing room and leadership with their parent group,” says Carson. 

About 366,380 users have completed the Respect in Sport Parent Program since it was instituted eight years ago, which equates to an annual participation average of 45,798. 

McNeil credits Hockey Calgary for sparking the ascent of the parent program by declaring before the 2010-11 season that one parent from each household with hockey-playing children must obtain Respect in Sport certification as a compulsory component of the enrolment process. 

Hockey Calgary parents had an opportunity to share their viewpoints on this programming by participating in a qualitative survey conducted by Mount Royal University (MRU). One of the key findings of the MRU study, published in early 2014, was parents believed the implementing of the Respect in Sport program “increased awareness of unacceptable behaviours” and the “need to focus on respect.” 

Both Carson and McNeil are eager to continue the work of ensuring hockey is safe for kids in the generations to come as the two organizations begin the second decade of its relationship. McNeil commends Hockey Canada for being a leader among the national sport organizations that have implemented Respect in Sport programming.  

“I would honestly say when it comes to the Safe Sport movement that Hockey Canada is No.1 in our eyes in terms of how many they’ve trained and the programs that they’re offering to keep the game safe and respectful for their kids.”

Learn more about Hockey Canada’s Respect in Sport courses by clicking here.

Canada’s economy has seen its slowest pace of growth in 60 years, and that impact has trickled down to impact Canadian families.

Some of the hardest hit by the economic slowdown are having to make difficult decisions about their children’s organized activities. All too often, those decisions result in kids who just can’t play.

Thankfully, there are programs like The Big Play, a coordinated effort between Canadian Tire Jumpstart Charities and the Hockey Canada Foundation. The Big Play provides up to $500 in funding for a child to take part in hockey, with the money available for either registration fees or equipment, which is provided by Canadian Tire stores.

The program helped fund hockey fees for more than 1,600 children in 2015 and over 1,100 in 2016. The program is currently in its third year of existence and, though official numbers aren’t available, it’s likely that another 1,000 children have been able to play hockey because of the program.

Has it made a difference? You bet.

Children from ages 4-18 can qualify for the program and funding has gone to kids throughout Canada. The program is based on a first-come, first-served basis, with annual funding of $500,000. Parents who qualify for financial assistance (based on the federal low-income cut-off guidelines) can visit jumpstart.canadiantire.ca to apply for funding through The Big Play to help their child or children take to the ice.

The funding can only be used for fees associated with registered minor hockey associations through Hockey Canada.

The Big Play is just one part of Canadian Tire Jumpstart Charities, which also has general funding for children to participate in the sport or activity of their choice, from ballet to cricket to soccer. CTJC funds more than 200,000 children each year across Canada. Since its inception, Jumpstart has helped almost 1.5 million children take part in sports across Canada.

Jumpstart works with numerous organizations and community partners, including the Canadian Paralympic Committee, Boys and Girls Clubs, and Maison de la Famille. Individual Canadians and families can help support the program by making online donations or by hosting a community fundraiser. 

During 2006 Hockey Canada Week, hockey parents were asked to take the “Parent Pledge” by reconfirming the 10 ways they can be great hockey parents. By entering the pledge one family in each of the 13 Hockey Canada Branches won Hockey Canada apparel. Congratulations to all the winners and to all the parents who took the pledge to be involved in minor hockey in a positive way.

Here are the lucky winners:

Desjardins Family – Hockey Québec

Horn Family – Hockey North

Weston Family – SHA

Staruch Family – Hockey Manitoba

Rideout Family – HNL

Julian Family – HNS

Beaudoin Family – OHF

Gallant Family – HNB

Barbour Family – Hockey PEI

McCormick Family – HNO

Readman Family – BC Hockey

Cox Family – Hockey Alberta

Landry Family – ODHA

The Hockey Canada Parent Pledge asks parents to:

Get involved with their son or daughter’s team in a positive way;

Let their son or daughter know they enjoy having them involved with the game;

Not lose perspective, and to emphasize the values associated with the game;

Be supportive and not let expectations become a burden on their son or daughter;

Model respectful behaviour for their son or daughter;

Be there for their child whether they win or lose;

Make safety, respect, fair play and fun a priority;

Support their child emotionally;

Encourage their child to participate but avoid pressuring them to play the game;

Communicate with their son’s or daughter’s coach professionally and effectively.

TORONTO / NEW YORK, NY – Hockey Canada is launching a new series of public service announcements (PSAs) for the 2003-2004 season, to promote hockey as a fun game for kids, and to raise awareness of the pressures that some adults (coaches, parents and fans) put on young hockey players and officials.

Rivals on the ice, Hockey Canada and USA Hockey, have partnered off the ice during ‘Hockey Canada Week’ (Nov. 8-15), to launch this new series of integrated public service announcements as a continuance of the “Relax, it’s just a game” program.

The first ‘Relax, it’s just a game’ campaign was launched in November 2002 by Hockey Canada and Palmer Jarvis DDB, the Canadian agency that created the PSAs. USA Hockey came on board in the spring of 2003 to partner with Hockey Canada in promoting the campaign south of the border and has become involved in the production and execution of the PSAs across North America for this season.

Both sport bodies are rolling out the new campaign with the shared goal of reminding adults that hockey is a game, played by kids for fun, and to make adults aware of the effect that negative behaviour can have on the sport.

During the 2002-2003 season, the ‘Relax, it’s just a game’ campaign humourously utilized role reversal between parents and children to raise awareness about this serious issue. This season’s campaign, with the tag line, “If it’s wrong here, what makes it right at the rink? Relax. It’s just a game”, uses humour to show how inappropriate some adults sound when they pressure their children at play.

The 2003-2004 public service campaign, available in English and French, encompasses TV, radio and print, and can be viewed at www.hockeycanada.ca.

“The PSAs are a reminder for all adults, including coaches, parents and fans, that we sometimes place undue pressure on minor hockey players and officials involved in hockey who are there to have fun in arenas across North America,” explains Bob Nicholson, President, Hockey Canada. “We are pleased with the positive response we have received from those involved in all levels of the game. It is our intent to use the PSAs to heighten the level of awareness about the issue, while at the same time, reinforcing this message with effective programs at the local level, such as the Chevrolet Safe and Fun Hockey Program.”

“On behalf of Hockey Canada’s Board of Directors we are very proud to be working with USA Hockey to assist with the game of hockey at the grass roots level,” said Allan Matthews, Chair of the Board for Hockey Canada. “Together, we are partnering to take a leadership role in supporting players and officials to have a positive experience while keeping the game in perspective for coaches, parents and fans.”

Last season, media outlets all across North America aired the PSAs on TV, radio and in print, including national TV networks and newspapers in Canada and the USA. NHL, AHL and CHL arena jumbotrons, web sites and minor hockey association magazines and newsletters also utilized the PSAs. Hockey Canada and USA Hockey are expecting that media outlets will once again step forward to lend their support to enhance and promote the fun aspects of hockey.

“The support we received for last season’s ‘Relax, it’s just a game’ campaign from the minor hockey associations, participants and our membership all across Canada was extremely positive, “ said Nicholson. “We are encouraging media outlets across our country to again assist us by running these PSAs on TV, radio and in newspapers across Canada during the 2003-2004 season.”

Last year’s campaign has won or been nominated for 30 awards, including a prestigious ‘Silver Lion’ at the Cannes International Advertising Festival. In early October, the effectiveness of the campaign was recognized when Hockey Canada was named winner of the Innovator Award for the best government campaign.
As the campaign kicks off, Canadians from coast to coast including athletes, parents and business leaders have expressed their support for the project.

“The ads are outstanding, and I feel that they get the point across that some adults involved in minor hockey need to just relax, and let the kids be kids and have fun playing the game,” said Lanny McDonald, Hockey Hall of Famer, minor hockey parent and coach.

In addition to the promotion and distribution of the new PSAs, Hockey Canada, through the Chevrolet Safe and Fun Hockey Program, has a ‘Parent Approach’ seminar kit available free of charge to any Minor Hockey Association in Canada. For the 2003-2004 season, each Minor Hockey Association in Canada has the opportunity to conduct its own parent clinic. Any minor hockey association in Canada can do this by obtaining their own Chevrolet Safe & Fun Hockey “Parent’s Approach” seminar kit from their Branch Office, Hockey Canada or directly from Chevrolet.

This kit comes with a Chevrolet Safe & Fun Hockey parent video, presentation overheads, and Chevrolet Safe & Fun Hockey “Parent’s Approach” manuals for each of the parents participating in the seminar. For more information, and to obtain a kit free of charge visit www.hockeycanada.ca .

Relax, it’s just a game was created jointly by Hockey Canada, USA Hockey and the hockey parents and fans at PJ DDB who supported this campaign with their time and resources.

To download the print ads for inclusion in newspapers, magazines, newsletters or other printed materials, visit www.hockeycanada.ca.

About Hockey Canada

Hockey Canada (www.hockeycanada.ca), is the sole governing body for hockey in Canada, for all of minor hockey and the international men’s and women’s teams and programs. Hockey Canada links players, coaches, officials, volunteers, administrators and others involved in local hockey across Canada to all provincial, national and international hockey bodies. Hockey Canada oversees the management of hockey programming in Canada from entry level to international competitions such as World Championships and the Winter Olympic Games. Hockey Canada strives to an improved delivery system for hockey development programs throughout Canada with the support of the 13 Branches and 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. Recognized for breakthrough, award-winning work that generates significant results for clients, PJ DDB has been voted the #1 agency in Canada by clients and industry peers for the past two years in Marketing Magazine’s Scouting Report. Marketing Magazine, Strategy, and the National Post have also named PJ DDB Agency of the Year six times in the past eight years. With offices in Vancouver, Toronto and Edmonton, the agency’s integrated services include public relations; market and social research; database marketing; graphic design; corporate identity; sales promotion; event marketing and sponsorship; new media/interactive services;