The Vancouver Canucks are taking steps to ensure the events of last season's Stanley Cup final don't repeat themselves -- both on and off the ice.
As the players gear up for another NHL playoff run, the club launched a multi-platform ad campaign Wednesday designed to curb the violence that occurred when the Canucks lost Game 7 of the Stanley Cup final to the Boston Bruins last June.
The campaign, dubbed 'This is Our Home', includes radio, television and online ads. They feature current club members Henrik Sedin, Daniel Sedin, Ryan Kesler, Kevin Bieksa and Manny Malhotra, along with former Canucks Trevor Linden and Stan Smyl, asking fans to celebrate the team's post-season responsibly.
The ads also include a contingent of fans who carry the same message.
"As an organization, Canucks Sports & Entertainment is dedicated to building awareness for the importance of respecting your fellow fan and insisting others do the same to ensure responsible and passionate fan behavior," the Canucks wrote on the team's website.
"The ‘This is Our Home’ campaign, which Canucks Sports & Entertainment has consulted on with the City of Vancouver, encourages all fans to celebrate responsibly and to respect one another at all times."
After the Canucks' loss in last season's final, a riot sprung in Vancouver's downtown core that lead to widespread vandalism and looting. Theft and property damage amounted to a reported $4.2 million. At least 140 people were also injured in the violence.
