Canadian Cancer Society begins Same Team campaign
By Adnews Staff
The Canadian Cancer Society has begun a new awareness campaign in association with the National Hockey League and the NHL Players’ Association. The campaign, called “Same Team,” is intended to highlight the importance of working together to improves the lives of Canadians affected by cancer. The effort is part of the existing annual fundraising agreement between the organizations called “Hockey Fights Cancer.” The campaign includes a video featuring a number of notable hockey players from various eras who have been affected by cancer in some way. Players include Connor McDavid, Sidney Crosby, Auston Matthews, Mario Lemieux, Phil Kessel, Saku Koivu, Guy Lafleur, Mike Bossy and Dale Hawerchuk. This is accompanied by a social media component which encourages consumers to post photographs of themselves wearing hockey jerseys.
“Bringing current NHL players together on screen with some of the legends of the game for this campaign reinforces the message that we are all on the same team,” said Mathieu Schneider, NHLPA special assistant to the executive director. “Just as cancer has affected players and hockey fans alike, together we share in this fight.”