Scotiabank has published a new book about Canada’s game, inspired by the iconic short story The Hockey Sweater, that better represents modern-day Canadian audiences by featuring a diverse cast and a contemporary storyline.

Since it was first published in 1979, The Hockey Sweater has become one of Canada’s most-recognized pieces of children’s literature, telling the story of a young boy in Quebec who faces scorn from his friends when his mother buys him a Toronto Maple Leafs jersey instead of a Montreal Canadiens one.

At the time it was first published, and in the decades since, one reason the story has been praised is because of how it exemplifies relations between Francophones and Anglophones in Canada. But in terms of diversity, it does not fully represent what Canada and hockey fans look like today.

“Further investigation of other hockey books in the world showed there really weren’t that many that feature diverse characters,” says Caroline Friesen, CD and partner at Scotiabank’s AOR Rethink. “If kids can’t see themselves on the page, how could they see themselves on the ice? That’s something we wanted to draw attention to and change.”

To that end, a new children’s book titled The Hockey Jersey has been developed as part of Scotiabank’s “Hockey For All” platform. The book, which can be purchased at Indigo and a number of independent retailers, is a charity effort: 100% of the net proceeds from its sale are being donated to the Hockey 4 Youth Foundation, which promotes social inclusion for newcomer and high-priority youth through free on- and off-ice life skills programs. Scotiabank is also donating free copies to libraries and Little Free Libraries across Canada, as well as – in February – school libraries in Ontario, according to Friesen.

An ebook edition is also available to download for free from Scotiabank’s microsite.

The book, authored by Jael Richardson and illustrated by Chelsea Charles, has also scored personal endorsements from athletes and leaders in sport, including former hockey stars P.K. Subban, Brendan Shanahan, Akim Aliu, Natalie Spooner and Soraya Tinker.

Supporting the book is a full creative campaign, including the aforementioned microsite, as well as a 45-second OLV spot, social and OOH, and promotions on Scotiabank-sponsored Hockey Day in Canada on Sportsnet. Canadian sportscaster Ron MacLean will also showcase the book, Friesen says, while readings have been scheduled with players of the Toronto Maple Leafs and Edmonton Oilers through February and March.

On Jan. 21, at The Bentway in Toronto, Scotiabank is hosting a free launch celebration for the book where families can join in an ice skate and get a signed copy of The Hockey Jersey at no cost.

“This is much bigger than just publishing a book. We have so much support around it,” Friesen tells strategy.

The creative campaign will be in market for five weeks. The banks AORs led on the effort, with Rethink handling strategy and PR in addition to the creative, while PHD handled media.