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Chevrolet Canada Is Bringing Inclusivity to Hockey with the Good Deeds Cup

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Campaign from Momentum Canada's purpose is to help minor hockey players take the positive values learned on the ice into the community

Chevrolet Canada Is Bringing Inclusivity to Hockey with the Good Deeds Cup

The sixth season of the Chevrolet Good Deeds Cup - created in collaboration with Momentum Canada - concluded on Saturday, April 16 with the announcement of this season’s champions by Ron MacLean during the first intermission of Hockey Night in Canada. The Lloydminster Female U13 Blazers were named champions, becoming the first all-female team to win the honour. The Blazers won for their Good Deed of holding a ‘try para-hockey’ event at their local arena and petitioning city council to ensure that the two new arenas being built include accessible features for players, parents and fans. With their win, $100,000 will be donated to their charity of choice, Inclusion Lloydminster.


At its core, the Chevrolet Good Deeds Cup’s purpose is to help minor hockey players take the positive values learned on the ice into the community. Each season the campaign has evolved to ensure the impact of the Good Deeds inspire more Canadians to do good in their communities. This season, the Chevrolet Good Deeds Cup evolved to launch Shift Change, a mission to increase diversity, inclusivity and access to the game of hockey at the grass roots level for people of all backgrounds and abilities.

With so much tension and publicity around racism in hockey at the professional level, the culture of the game is being pushed to change from all sides. Chevrolet had already seen Good Deeds submission in previous seasons that promoted inclusivity in hockey, so when the opportunity to lead with the inclusivity message became the fundamental to the program, there was no hesitation around knowing if minor hockey players would embody this modern vision of the game they love.

“We know that kids have the power to make society look at things from a different perspective. By connecting Canadian communities, the Chevrolet Good Deeds Cup created a cultural movement with the Shift Change campaign giving Canada’s incredible youth a platform to move the game in the right direction,” said Mike MacPhee, brand director Chevrolet Canada.

After being a fully virtual campaign in 2021, the 2022 edition asked minor hockey players to go out into their communities again to complete their Good Deed. Chevrolet asked youth hockey teams to share their stories of how they are making the game more inclusive for their chance to win $100,000 for their Canadian charity of choice. The inspirational stories poured in and 12 Regional Finalists were selected. The 12 Regional Finalists lobbied Canadians for votes over a 2-week period for the honour of being named champions!

The Lloydminster Female U13 Blazers will now have their team name engraved on the Chevrolet Good Deeds Cup to commemorate the incredible contribution they made to their community. The name will be engraved alongside former winners including the Victoria Admirals (2020-21), the Torbay Northeast Eagles (2019-20), the West Carleton Warriors (2018-19), The Pas Huskies (2017-18) and the Glace Bay Miners (2016-17).

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Credits

Client: Chevrolet Canada

Agency: Momentum Worldwide, Canada

Production: Fela (https

Categories: Automotive, Cars

Momentum, Wed, 20 Apr 2022 14:45:23 GMT