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University of Alberta conducts Pride Tape campaign

The Institute for Sexual Minority Studies and Services at the University of Alberta in Edmonton has begun a campaign promoting the launch of a product called Pride Tape. The multi-coloured sports tape is intended to be used to show support for the participation of LGBT youth in sports. The tape will be produced first for hockey, with products for other sports to follow.

The promotion was developed in association with Calder Bateman. The launch campaign includes a television commercial produced by Global, as well as out-of-home advertising from NewAd and a website at <>.

"This tape will be a badge of support from the hockey world to LGBTQ youth in Canada and other countries," said institute spokesperson Kris Wells. "It will say, 'You are welcome on the ice. Come and join us in our sport and be proud of who you are.' As we launch the tape, the level of support from Canada's English-language national media has been extraordinary. As just one example, every major television network in Canada is donating national air time to help make this tape a reality. The media are, in fact, saying to us the time has come for the world of sport to change."

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