For over ten years, Canadian Tire Jumpstart has helped kids with financial need participate in organized sports and recreation. Now, in the second year of its partnership with the ProAction Hockey League, Jumpstart has equipped 128 kids aged 8-11 with hockey equipment for a full season.

High Road was onsite to help ProAction and Jumpstart kick off the ProAction Hockey League season at the Canadian Tire Jumpstart Martha Billes Hockey Clinic on October 17 in North York.

The event packed the Angela James Arena with smiling parents, players and volunteers as participants took to the ice, some for the first time in their lives. Event media relations resulted in branded and on-message coverage on CTV, CP24 and CityTV, but perhaps the greatest reward from our participation was the smiles on the faces of overjoyed children who, without the help of Jumpstart, ProAction, and Toronto Police officers who coach the league, would not have the opportunity to enjoy hockey.

The High Road event team coordinated with ProAction to produce an event schedule, manage registration, coordinate speeches, tie skates, and conduct media relations for the clinic. At the end of the day, participants and their family members left the arena with new hockey skills and knowledge,  Jumpstart jerseys, Canadian Tire Hockey School hats, coupons for free skate-sharpening,  and their coveted equipment from Canadian Tire ready to be aired out for next time.