A Story to Make Hockey More Inclusive
SCOTIABANK | THE HOCKEY JERSEY
Created to help more kids see themselves in the game, this book brought diversity to the forefront—published as a physical and digital edition, supported by a nationwide campaign across out-of-home, TV and social.
My Role
As lead producer at Rethink Toronto, I led author and illustrator outreach, managed contracts, and oversaw editorial proofreading and book production—from stock selection to fulfillment. I also handled e-book development, tabletop photography, and the rollout of campaign assets.
The Impact
This little book made a big difference. Over 27,000 copies were donated, 4,000 were sold, and nearly 6,000 were downloaded. Teachers, librarians, and families embraced its message of diversity, proving that representation in hockey matters—both on and off the ice.
Awards
Atomic Awards 2024: 3
Applied Arts 2023: 1
Marketing Awards 2023: 6
CLIOS 2023: 1
