Grey Health NY and AstraZeneca Encourage NHL Fans to Talk to Doctors About Cancer Screenings

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.

A video featuring NHL legend Eddie Olczyk, encourages fans to take the pledge for cancer screenings. Eddie shares his connection to cancer, and his love for the sport with the message of the importance of early cancer screening for NHL fans and their loved ones. The video delivers an uplifting, empowering call to action, urging viewers to get screened because it could save a life.

Grey Health NY and AstraZeneca have launched customisable posts for fans to share their pledges and team pride, along with player support on social media featuring players like Jacob Trouba, who have personal ties to cancer awareness. Hashtags like #BodyCheckCup will boost visibility and engagement. Promotional graphics and social media assets will highlight the leaderboard and encourage fans to take action.

Additionally, there will be prizes and incentives, such as:

- Grand Prize: A trip to the Hockey Hall of Fame, including a private tour, dinner with an NHL legend, and exclusive signed memorabilia.

- A game day suite experience to watch your favourite teams

- Hockey Fights Cancer team jerseys

- Local Prize: $20,000 donation to a cancer-fighting charity in the winning team’s community

Mohit Manrao, senior vice president and head, US oncology business unit, AstraZeneca, said, “The Body Check Cup is more than just a competition—it’s a rallying cry. Hockey fans know that toughness isn’t just about what happens on the ice, but also about taking
action off it. This collaboration between AstraZeneca and the NHL turns that passion into purpose, using the power of gamification to motivate fans to get screened and stay ahead of cancer. Together, we can make a real impact—one body check at a time.”