In March 2024, You Can Play launched a groundbreaking campaign titled “Pride Jersey” to empower individuals to express their support for diversity and inclusion through innovative digital means. Spearheaded by the ad agency McCann New York, this digital campaign aims to reignite the spirit of Pride Nights in the NHL and promote inclusivity in sports.
The campaign stems from recent controversies surrounding the NHL’s handling of Pride Nights and rainbow jerseys. While the NHL introduced Pride Nights in 2013 with rainbow jerseys to celebrate LGBTQ+ inclusion, last season saw the banning of pride jerseys due to some players’ personal beliefs. Moreover, the NHL decided against specialty jerseys during warmups for themed nights to avoid further controversies.
In response to these developments, You Can Play conceptualized the #PrideJersey movement, leveraging the power of augmented reality (AR) and social media to create a platform for individuals to express their pride and support for diversity without the need for physical jerseys.
Central to the campaign is the Pride Jersey AR Snapchat lens collection, which offers users a range of unique designs to choose from. These lenses serve as digital representations of traditional pride jerseys, allowing individuals to personalize their expression of support and showcase their pride on social media platforms.
The #PrideJersey movement encourages individuals to embrace the AR Snapchat lenses as a tool for empowerment and self-expression. By utilizing the lenses, users can join a community dedicated to promoting inclusivity and acceptance in sports and beyond.
The collection features five diverse designs, each symbolizing different aspects of LGBTQ+ pride and identity. From vibrant rainbow patterns to subtle nods to the LGBTQ+ community, the lenses cater to a wide range of preferences and allow users to find a design that resonates with them personally.
To further amplify the reach and impact of the #PrideJersey movement, You Can Play has provided a seamless user experience by offering a direct link to the Snapchat lens collection. Users can easily access the lenses through the provided link, enabling them to participate in the movement with just a few clicks.
By embracing digital innovation and leveraging social media platforms like Snapchat, You Can Play aims to create a virtual space where individuals can celebrate their identities and show their unwavering support for diversity and inclusion. The #PrideJersey movement transcends physical boundaries, offering a digital platform for individuals to unite in solidarity and advocate for positive change.
As the campaign gains traction across Canada and the United States, it reaffirms the importance of digital activism in advancing social causes and promoting equality in sports. Through the power of AR technology and social media engagement, You Can Play continues to pave the way for a more inclusive and accepting future in sports and beyond.
