Attendance in minor league hockey is down quite dramatically and the problem is getting worse. Parents are not putting their kids in hockey because of the cost, the time involved and the perceived safety issues. Reinforcing this is the fact that 90% of media articles about minor hockey are negative. To start to change the story, our strategy was to get the positive news about hockey out there. We wanted to engage the hockey community to tell Canada what hockey did for them. The campaign was called Pass it Forward and featured celebrities, Olympians and everyday Canadians saying what hockey did for them.