PFLAG Canada


Agency: Zulu Alpha Kilo


Why are some people so afraid of a rainbow jersey? In June – during the height of Pride Month – the NHL decided to ban all cause-related jerseys after multiple players refused to wear pride-themed jerseys during warmups.

Pride jerseys are more than just jerseys – they stand for acceptance and allyship. The jerseys communicated to 2SLGBTQ+ people watching NHL games in the arena or at home that they belong in hockey.

In response to the NHL ban, PFLAG Canada and independent creative agency Zulu Alpha Kilo spearheaded an initiative called the “Team Pride” jersey. Stitched from uniforms across the league, this jersey serves as a symbol of inclusivity. The campaign aims to rally public support for 2SLGBTQ+ athletes and reverse the cause-related jersey ban.

On July 11, 2023, the jersey was displayed outside the Hockey Hall of Fame to show support for all 2SLGBTQ+ hockey players. The organization is also encouraging the public to share the jersey on social media with the hashtag #ReverseTheBan to encourage the NHL to bring back pride jerseys.

PFLAG Canada provides peer support, education and advocacy for a Canada that values all sexualities, genders and gender expressions. “We believe that no player or fan should feel excluded from hockey on the basis of their sexuality or gender expression,” said Ross Wicks, Director of Governance, PFLAG Canada. “We hope this initiative will help bring pride jerseys back to the NHL.”

“Making hockey more inclusive and safe for 2SLGBTQ+ athletes is a team effort,” said Meredith Ferguson, Strategy Director, Zulu Alpha Kilo. “We want to encourage the NHL to do its part, and for the public to step up as allies.”

PFLAG Canada and Zulu Alpha Kilo developed this campaign along with production by Zulubot.

Pflag Canada is a national charitable organization, founded by parents who wished to help themselves and their family members understand and accept their 2SLGBTQ+children. For more information, visit or email

This professional campaign titled '#ReverseTheBan' was published in Canada in July, 2023. It was created for the brand: PFLAG Canada, by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 2 months ago.


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.