ERIE OTTERS PARTNERSHIP
OBJECTIVE
Raise awareness for childhood grief and the Highmark Caring Place while creating a first-of-its-kind professional sports event that honors children and families impacted by loss.
INSIGHT
Communities respond to visible, inclusive experiences that educate, honor, and engage audiences around sensitive topics like grief.
ACTION
• Coordinated press conferences, media outreach, and community activations to amplify awareness and generate coverage.
• Developed custom jerseys, merchandise, and logos in partnership with Erie Apparel to support fundraising and brand visibility.
• Incorporated game-day activations including ceremonial puck drops, Moments of Silence/Unity, player storytelling, and staff interviews to educate and honor families.
• Conducted jersey auctions benefiting Highmark Caring Place while distributing commemorative jerseys to multiple center locations.
• Expanded initiative across the OHL: Kitchener Rangers launched their own Children’s Grief Awareness Night, and Erie Otters will compete in the inaugural Children’s Grief Awareness Series vs. Barrie Colts, including a friendly mayoral jersey bet to engage communities.
RESULTS/METRICS
💰 2022 Jersey Auction: $6,970 raised, jerseys donated to four locations
🎨 2023 Custom Jerseys & Merchandise: Expanded branding and community engagement
💰 2024 Jersey Auction: $16,342 raised, first game with jerseys worn full-game
🌟 Notable Champions: 2024 event featured future NHL #1 draft pick Matthew Schaefer as Children’s Grief Awareness Day Champion
📣 Media Coverage & Engagement: Press conferences, ceremonial moments, and player storytelling amplified awareness across regional audiences
IMPACT
• Positioned Highmark Caring Place as a community leader in childhood grief support.
• Strengthened community engagement and education through immersive, visible experiences.
• Fostered a sustainable partnership with the Erie Otters, expanding into a multi-team OHL initiative that increases awareness, fundraising, and positive community impact.