POISE

Poise partners with the PWHL to challenge outdated perceptions of women’s health—just like women’s sports,
issues like bladder leakage are often dismissed or stigmatized. By spotlighting the strength of female athletes,
this campaign empowers women to confidently prioritize their health without shame.

OOH

PAUSE FOR POISE

During each PWHL game intermission, Pause for Poise highlights confidence and resilience. Pre-recorded interviews with players
sharing how they stay poised under pressure air on the Jumbotron, inspiring fans to embrace strength in every moment.

SOCIAL

Poise and CBC Sports bring fans closer to the action with live Mic’d Up streams during select PWHL games. Capturing real-time player commentary, this activation showcases the empowerment, camaraderie, and candid, lighthearted moments that make women’s hockey so dynamic and inspiring.

CW: Sean McGraw
ADs: Arielle deNeergaard, Andrew Day