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Hockey Canada begins auction promotion for girls

Hockey Canada has begun a promotion intended to encourage young girls to participate in the sport. The organization will auction a specially-constructed musical jewelry box on during the World Junior Championship tournament, which will begin on Dec. 26. The proceeds from the auction will fund awareness-raising initiatives for girls' minor hockey. The box is constructed to resemble an ice rink. When opened, a small figurine of a female hockey player begins to rotate to the sound of arena-style organ music. The box is autographed by Olympic hockey player Hayley Wickenheiser. Nine replicas of the box will be uses in additional promotions during 2008. The promotion was developed by DDB Canada and Rapp Collins. "This unique music jewelry box was created to inspire and garner the attention of potential young female hockey players," said Shelley Sutherland, creative director of Rapp Collins. "The jewelry box is intended to attract girls to the sport at a young age and to consider playing hockey instead of worrying about the peer pressure and stigma of hockey only being a guy's sport."

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