Hockey Canada – Women’s Worlds

Raising critical funds for youth hockey programs across the country

Women's Sport

Impact Strategy & Programs

Canada Media Fund MADE NOUS campaign apparel

Client

Hockey Canada – Women’s Worlds

Industry

Women's Sport

Website

hockeycanada.ca

TORQUE led the strategy and execution for two major national 50/50 campaigns tied to the IIHF Women’s World Championships in 2021 and 2023, building on our long-standing partnership with Hockey Canada to spotlight and support women’s hockey.

These campaigns were designed to raise critical funds for youth hockey programs across the country, while simultaneously telling a broader story about the role of sport in recovery—especially for girls and women —in a post-pandemic world. Both initiatives drove engagement across multiple audience segments, from hardcore hockey fans to casual lottery players, using phased tactics that aligned awareness-building with conversion-driving game day pushes. 