It’s about to get hairy for the Heart and Stroke Foundation

The National Hockey League Players’ Association has partnered with the Heart and Stroke Foundation of Canada for the third annual “NHLPA Beard-a-thon,” with proceeds going toward the purchase of automated external defibrillators across Canada.

It’s as much a sign of spring as potholes and daffodils: the hockey playoff beard.

The National Hockey League Players’ Association (NHLPA) has partnered with the Heart and Stroke Foundation of Canada for “NHLPA Beard-a-thon,” with proceeds going toward the purchase of automated external defibrillators across Canada. This marks the “Beard-a-thon’s” debut in Canada, but it has run in the U.S. since 2009.

Philadelphia Flyers forward Scott Hartnell, who gained notoriety for the shaggy beard he sported during his team’s run to the 2010 Stanley Cup Finals – and whose mother survived a stroke in 2001 – will serve as “Chairman of the Beard” for this year’s event.

Several other NHL players, including Brooks Laich of the Washington Capitals, Martin St. Louis of the Tampa Bay Lightning, and Dan Cleary of the Detroit Red Wings, are also participating in the promotion.

Fans can find more information on the fundraising event at BeardAThon.ca or NHLPA.com. They can participate in the event by growing their own beard and seeking donations from friends and family, sponsoring a friend or family member, or sponsoring their favourite beard-growing player.

Every day during the playoffs, prizes will be awarded to the person deemed to possess the “Beard of the Day.” In addition, the fan raising the most money will receive an all-expenses trip for two to a Flyers regular season game during the 2011-12 season.

Brands Articles

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage

Red Lion named AOR for Tbooth

Account win follows competitive review involving five unnamed shops

BC Hydro celebrates ‘Offtober’ with new campaign

This marks the Crown corporation’s first effort from Taxi Vancouver

Lowe’s tests customer service bots in the U.S.

Equipped with 3D cameras, the bots can scan and identify items

Molson shifts Coors Light to Rethink

Agency becomes lead for strategy, creative development, digital and social

Loblaw launches click and collect service

New website lets shoppers order from 20,000 items