All State All-Canadians Mentorship Camp

All State All-Canadians Mentorship Camp

Citizen worked with the NHLPA to launch the Allstate All-Candians Program in 2010. The program, designed to mentor young Canadian athletes both on and off the ice garnered extensive national media coverage. A comprehensive web resource offered tips and advice from the pros when it came to nutrition, fitness, mental conditioning and hockey skills. The program culminated in a four-day camp in Mississauga where 40 of Canada’s top Bantam aged-players were given the opportunity to learn directly from the pros. Leveraging the profiles of the NHL players involved with the program as well as the players participating in the camp, we secured both lifestyle and sports stories positioning the camp as a leader in on and off ice training and development for hockey in Canada.


The Ask

  • Raise awareness of the Allstate All-Canadians Mentorship Program in communities across the country and position it as the leading mentorship program in the nation
  • Highlight the All-Canadians program’s aim to provide player’s insight into the best health and nutrition practices to help shape their habits and attitudes both on and off the ice
  • Position the NHLPA as an organization committed to giving back to young athletes by sharing their experiences, skills and insights with the next generation of hockey players and their parents


What we did

  • Conducted a national survey to gain insights into how young Canadian hockey players and their parents prepare for a game, practice or work out  and leveraged survey results to offer tips, recipes and insights from professional hockey players and alumni to both sports and lifestyle media
  • With the program headed up by 21-year NHL veteran Gary Roberts, we engaged current NHL players including Jason Spezza and Claude Giroux as the coaches for the respective bantam teams
  • Targeted media in the communities and regions the bantam players were from to garner further exposure and greater interest in the program, creating increased reach and frequency of news coverage
  • Offered media 1:1 in person, phone or email interviews with bantam aged players, coaches (current NHL players) and NHL Alumni who are partners of the program



  • Over the three years since the program was established we have secured over 1,003 stories with a reach of over 337,960,000 million
  • All of the stories were positive with 97 per cent of stories mentioning the All State All-Canadians Mentorship Camp and the NHLPA
  • Established the All State All-Canadians Mentorship Camp as the leading program to train and educate Canada’s top bantam aged players both on and off the ice


  • Conversation
  • Celebrity
  • Event