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In July of 2009, USA Hockey came to Periscope with an exciting proposition. They were launching a brand new program - one designed to get more kids to play, love and ultimately excel at hockey - and they needed help getting it off the ground. The program was called the American Development Model (ADM), and since it was created from the ground up, it needed materials to match.
"We worked together with USA Hockey to develop a cohesive voice and to create a unique look and feel to make the ADM stand on its own," said Associate Creative Director Scott Dahl. "We had to work hard to change old-school perceptions on youth hockey, but we had to do it in a way that didn’t alienate anyone."
It wasn't an easy task. Hockey parents and coaches were understandably nervous, having no idea what this program was and what it would do to youth hockey. Sensing that a simple magazine ad wouldn't be enough, Periscope created an integrated campaign that was designed to get the information in the hands of as many people as possible. All of these materials were distributed to the thousands of hockey parents and coaches across the United States. And, over time, public opinion of the ADM began to turn in USA Hockey's favor.
"Periscope gets what we're trying to do," said Ken Martel, Director of the American Development Model. "They've been able to take complex source material and distill it down so the average hockey mom or dad can understand it and get on board with it."
Martel continued, "In fact, the video they created has been shown all over the world from Canada to Belgium to even places like Bahrain. And everyone we show it to immediately gets it and signs up. It's great to work with a group of people who are as passionate about hockey and about growing the sport as we are."
To date, USA Hockey has distributed thousands of materials and has seen a substantial increase among 10 and under kids in the program. They also have plans to expand the American Development Model to help all kids grow up to be a better hockey player.
