NHL / AstraZeneca: The Body Check Cup

The NHL and AstraZeneca unveil a new activation, created by Grey Health NY. Grey Health NY and AstraZeneca have kicked off ‘The Body Check Cup,’ a challenge to encourage NHL fans and their loved ones to talk to their doctors about cancer screenings. By blending gamification with cancer awareness, AstraZeneca and Grey Health NY are inviting fans to take the pledge to talk to their doctor about getting screened for cancer, helping their favourite team move up the standings and compete for legendary NHL prizes—all while promoting proactive health actions. The challenge deepens fan engagement with an amplified leaderboard competition that helps their NHL team move up the rankings and continues to unite the hockey community in the fight against cancer. With a leaderboard that taps into fans’ competitive spirit and promotional videos featuring NHL legend, broadcaster, and cancer survivor Eddie Olczyk, and cancer survivor and broadcaster Erin Andrews, this new activation aims to drive real engagement while raising awareness in a fun, impactful way. The campaign stars ‘The Leaderboard’: a live, interactive tool that tracks the points of all 32 NHL teams based on fan pledges. Fans earn points by taking the cancer screening pledge and sharing it on social media, with dynamic graphics showcasing real-time rankings. Team-branded icons and prominent call-to-action buttons encourage fan participation, creating a competitive and motivating atmosphere that drives community involvement. The leaderboard will be prominently displayed across NHL.com and AstraZeneca’s GetBodyChecked.com, amplifying the urgency and excitement of the challenge.