Digital Toolkit

Hockey Gives Blood Marketing toolkit

In partnership with:

@HkyGivesBlood @HockeyGivesBlood @CanadasLifeline Canadian Blood Services is pleased to partner with Hockey Gives Blood How to use this toolkit Hockey Gives Blood is committed to making a positive This toolkit is designed for the hockey community to help raise difference to the health and well-being of individuals across awareness and inspire others to join Canada’s Lifeline by becoming Canada. By rallying hockey teams, players and fans to join regular blood donors, joining Canada’s national stem cell registry Canada’s Lifeline, we can continuously and effectively or making a financial donation in support of Hockey Gives Blood. achieve our vision to help every patient, match every need • Use key messages as talking points for interviews, in-game and serve every Canadian. PSAs, social media content, and more. *See sample PSAs on the following pages. • Share prebuilt social graphics, videos and messages on your social platforms or websites. • Tag both Canadian Blood Services and Hockey Gives Blood in your posts and use the hashtags #HockeyGivesBlood #GetSwabbed and #CanadasLifeline whenever possible. Key messages about blood donation Sample in-game PSAs • Every 60 seconds, a patient in Canada needs blood. • You have a shot at helping to save a life. Team up with Hockey Gives Blood and become a regular blood donor. Book now at blood.ca/HGB • Donated blood lasts no longer than 42 days. Due to its limited shelf life, maintaining an adequate national inventory • It takes teamwork to help patients. Join the Hockey Gives Blood team level is critical. by becoming a regular blood donor. Book now at blood.ca/HGB • 100,000 new blood donors are needed every year to meet • Did you know that most people don’t donate blood because they the needs of patients across Canada. are never asked to? Today, are asking you to join Hockey Gives Blood and book now to donate at • It takes teamwork to help patients. It could take up to 50 blood.ca/HGB donors to help save a crash victim, eight donors a week to help treat someone with leukemia and five donors to help • Become a registered stem cell donor. Not everyone who registers someone through heart surgery. will be matched to a patient and asked to donate but each registrant provides hope for those waiting. Registering is easy. Learn more at • Donate blood three times in a single year and score your blood.ca/stem-cells very own #HockeyGivesBlood hat trick. It’s a quick and simple way to make a difference in your community. • Everyone has a shot at helping to save a life. Team up with Hockey Gives Blood and make a financial donation to help strengthen our • Book now to donate at blood.ca/HGB, call 1 888 2 DONATE national blood system. Donate now at give.blood.ca/HGB or download the GiveBlood app. Key messages about becoming a stem cell donor To register, you must: • Over 80 diseases and disorders — including leukemia, • Be between 17–35 years old and in good general health. lymphoma and aplastic anemia — can be treated with • Be free of infectious diseases such as HIV/AIDS or hepatitis B and C. a stem cell transplant. • Have valid provincial healthcare coverage. • Every year, hundreds of patients in Canada need a stem cell transplant and more than 75 per cent will rely on someone • Provide a typing sample using a buccal (cheek) swab. they don’t know to save their life. • Be willing to help any patient in need. • Patients are more likely to find a match with a donor who shares their ethnic background. To accurately reflect Canada’s patient population, more potential stem cell donors Become a registered stem cell donor in minutes: from diverse ethnic backgrounds are needed on the registry. • Complete the online registration at blood.ca/HGB or • Younger stem cell donors provide better patient outcomes blood.ca/stem-cells and male donated stem cells decrease the possibility of post-transplant complication. • Follow the instructions for the at-home swabbing kit that will be mailed to you to complete your registration • Canadian Blood Services will contact you in the event that you appear to be a potential match for a patient. Hockey Gives Blood videos Click on each video to share on social or click here to download.

NOTE: These videos are not for TV broadcast use.

Dylan Playfair Jordin Tootoo Share Share Stem cell registrant video Stem cell registrant video

1 minute video 30 second video

Hockey Gives Blood Hockey Gives Blood Share Share Donate blood video Donate blood video Website announcement assets

Proud supporters of Hockey Gives Blood

Half of all Canadians will either need blood or know someone who will Click to download need blood at some point in their lives. Blood and blood products are a critical part of everyday medical care, including major surgeries, medical procedures, cancer treatments, and managing diseases or disorders.

Each year, 100,000 new donors are needed to ensure there is a healthy inventory of blood and blood products available to patients where and when they need them. Hockey Gives Blood is committed to making a positive difference to the health and well-being of communities across Canada by rallying teams, players and fans to donate blood. Canadian Blood Services is pleased to partner with Hockey Gives Blood to achieve this annual goal as well as recruit healthy volunteer stem cell donors to Canada’s national stem cell registry.

Book your appointment to save a life at blood.ca/HGB, on the GiveBlood blood.ca/HGB app or call 1 888 2 DONATE.

Download Social media Facebook Instagram assets Click images to download

Twitter

Team up with #HockeyGivesBlood and join #CanadasLifeline. All blood types are need and all eligible donors are asked to donate. #Book now at blood.ca/HGB #HockeyGivesBlood #GetSwabbed #CanadasLifeline Social media Facebook Instagram assets Click images to download

Twitter

Twitter We can all be part of something big. Support #HockeyGivesBlood and register to become a stem cell donor. Visit blood.ca/stem-cells to learn more. ##CanadasLifeline #GetSwabbed #HockeyGivesBlood #GetSwabbed #CanadasLifeline Social media Facebook Instagram assets Click images to download

If one blood donor can make a lifesaving difference, imagine the Twitter impact an entire team could make. Support #HockeyGivesBlood and make a team commitment to #CanadasLifeline.

Call 1 888 2 DONATE to book a #group blood donation event. #HockeyGivesBlood #GetSwabbed #CanadasLifeline Social media assets Click images to download Donate blood with [Team name] [Place/location name] [Address goes here] [Insert date / remove if unnecessary] [Insert time / remove if unnecessary]

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[Place/location name] [Address goes here] [Insert date / remove if unnecessary] [Insert time / remove if unnecessary]

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Donate blood three times in a Book now to donate at blood.ca/HGB or call 1 888 2 DONATE single year and score your very own #HockeyGivesBlood hat trick. In partnership with: It’s a quick and simple way to make a difference in your community. #Book now at blood.ca/HGB #HockeyGivesBlood #GetSwabbed #CanadasLifeline Hockey Gives Blood has partnered nationally with Canadian About Blood Services to raise awareness for the importance of blood donation and Canada’s national stem cell registry Hockey amongst the hockey community. Hockey Gives Blood is a non-profit organization comprised of former hockey players. Gives Blood They are dedicated to encouraging members of the hockey community to help save lives and ensure that patients in Canada have access to blood and blood products where and when they need them. Their passion for hockey is as distinct as for saving lives.

Visit hockeygivesblood.ca to learn more. Canadian Blood Services is a not-for-profit charitable About organization. Regulated by Health Canada as a biologics manufacturer and primarily funded by the provincial Canadian and territorial ministries of health, Canadian Blood Services operates with a national scope, infrastructure Blood and governance that make it unique within Canadian Services healthcare. In the domain of blood, plasma and stem cells, we provide services for patients on behalf of all provincial and territorial governments except Quebec. The national transplant registry for interprovincial organ sharing and related programs reaches into all provinces and territories, as a biological lifeline for Canadians.

Visit blood.ca to learn more.