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Project: Pride Tape
Client: Institute for Sexual Minority Studies and Services, University of Alberta

Homophobia remains a significant issue in the world of team sports, especially for young players. LGBTQ youth don’t have many professionals to look up to. And for young hockey players, there are no “out” role models at all.

For a challenge that impacts so many young lives, a short-term awareness campaign could never do it justice. The campaign needed to be positive, inclusive and future focused. It had to reach people from both the hockey and LGBTQ communities—and turn our audiences into
our advocates.

The solution? A simple roll of rainbow tape—which could become a powerful badge of support from the hockey world to young gay players.

Pride Tape

Pride Tape Poster
Pride Tape Poster 2

A Kickstarter campaign was the cornerstone of the Pride Tape strategy. Kickstarter accomplished two key goals in one: raising money to get the tape produced while raising awareness for the issue. It created passionate ambassadors who shared the message with conviction across their social networks.
To create a charitable component, we approached You Can Play—the most prominent organization working towards inclusiveness in sports. They immediately came on board and helped us gain the support of the NHL, its teams, and its players.
Macbook Mock-up Pride Tape
We then approached television, print and outdoor media outlets to lend their support and help make the Kickstarter a success. It wasn’t hard to convince them that this was a cause worth getting behind. The support from advertisers across Canada was overwhelming. Over $850,000 in ad space was donated to the campaign.

Pride Tape received incredible local, national and international exposure.

Kris Wells Pride Tape

Global coverage highlights included:

  • Hockey Night in Canada
  • Huffington Post
  • Fox Sports
  • Upworthy
  • USA Today
  • The Hockey News
  • The Advocate
  • The Guardian
Pride Tape News

The Oilers stepped up in a big way, becoming the first NHL team to use Pride Tape.

Every player mocked up Pride Tape on their sticks for their sold out Skills Competition. The team blasted out the story on their website and through all their social media channels. The NHL also came to the table, providing rewards for the Kickstarter page, an article on, and social
media mentions.
Pride Yakipov
Most importantly, people from around the world rallied around Pride Tape.

  • 6.5 million reached through social media
  • Over 5,000 interactions on Twitter and Facebook
  • Over 30,000 people visited the Kickstarter page during the campaign
  • Our Kickstarter goal was exceeded over a week before the campaign closed
  • 1,146 backers brought us more than $20,000 past our target
Many heart-warming stories came out of the campaign. A young boy made his own Pride Tape when he found out it wasn’t in stores. A High School Gay Straight Alliance held a bake sale to raise Kickstarter funds. Pride Tape even made its way into Canada’s House of Commons with a statement by a Member of Parliament that received a standing ovation.

Pride Parade

Pride Tweet
Pride Tape Quote
Pride Tape Roll

Pride Tape now sits proudly in the Hockey Hall of Fame and is available worldwide at

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