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Text Promotion Celebrating Green Sports Day (Oct 6, 2017) engaged fans to support their school in friendly competition


Minneapolis, MN October 11, 2017 -- Arizona State University (ASU) and University of Massachusetts (UMass) hockey programs partnered with the Green Youth Sports Alliance (GYSA) and Bonneville Environmental Foundation’s (BEF) Change the Course to leverage their on-ice competition this past weekend in Tempe, Arizona to encourage fans to take action in support of restoring freshwater to critically depleted ecosystems across the state of Arizona. 


Fans were encouraged via social media to DEFEND THE ICE, a GYSA campaign, by texting a short code with ASU or UMASS to make a pledge towards water conservation. For each text, Change the Course matched each pledge with 1,000 gallons of freshwater restored in recognition of the second annual Green Sports Day.


What is believed to be the first promotion by college hockey programs to restore freshwater directly associated with offsetting their consumption, the schools generated 506,000 gallons! UMass led the way with 328,000 gallons vs. ASU’s 178,000.


BEF’s Change the Course is a first-of-its-kind initiative that brings together the public, corporations, and on the-ground conservation organizations to raise awareness about freshwater issues, reduce water footprints, and directly support water restoration projects. To date, Change the Course has supported over 40 water restoration projects across 11 U.S. States and Mexico, engaged over 40 corporate partners, and restored over 8 billion gallons of water.


GYSA’s DEFEND THE ICE is committed to supporting healthy ecosystems that foster recreation and youth participating in hockey. As a sport, since hockey is dependent on ice and ice is made from water, it is critical for all stakeholders to encourage water conversation, educate fans of the freshwater scarcity and engage fans to make a difference which is the central mission of DEFEND THE ICE.


Anthony Raiola, former UMass Hockey Player and Program Director of Green Youth Sports Alliance, was inspired learning of the NHL Gallons for Goals initiative.  He felt compelled to create an effort to rally college hockey to reach out to a broader hockey community, pee wee to pro, in a collective effort to “DEFEND THE ICE. CHANGE THE COURSE”.


"Born and raised in Minnesota, I grew up playing on frozen lakes and ponds with many of my childhood friends who are now playing in the NHL," said Raiola. "We often talk about the next generation of youth players that may not get to enjoy the outdoor hockey pickup games we did as climate change is adversely impacting the freezing of the lakes and ponds. This is our time to do something about this reality.  So let’s unite to conserve this most valuable resource and restore the freshwater we consume."



“A thriving environment with water for people, business, and rivers is critical to every community where sport is played,” said Sara Hoversten, Director of Corporate Partnerships at Bonneville Environmental Foundation. “That is why the Change the Course was thrilled to work with GYSA, ASU and UMass to leverage the influence of the sport of hockey and encourage fans to be stewards of our communities and the natural environment.”


“At Arizona State University, our goal each and every year is to push the envelope on and off the field of play, and our university certainly signifies that in our dedication to sustainability on a national and global scale,” said Vice President for Arizona State University Athletics Ray Anderson. “As the first university in the United States to create a school devoted to sustainability, we feel it is our responsibility to continue to raise the bar.”


“For the last three years the University of Massachusetts has been ranked one of the top 50 most environmentally responsible colleges by The Princeton Review, so we were excited to partner with the Sun Devils, the GYSA and the BEF to help ‘DEFEND THE ICE,’” said UMass Director of Athletics Ryan Bamford. “I am so proud that our fans and the UMass hockey community were able to come together to make such a significant impact on a crucial issue facing Arizona.”


For the latest news on GYSA, follow them on Twitter (@GreenYouthSport) and Instagram (@GreenYouthSports). For more info on GYSA’s DEFEND THE ICE, follow them on Twitter (@DefendTheIce) and Instagram (@DefendTheIce)


For latest news on Change the Course, follow them on Twitter (@ChangeTheCourse) and Instagram (@ChangeTheCourseUS) and on Facebook at


For coverage of ASU hockey, follow the team on Twitter (@SunDevilHockey) and Instagram (@SunDevilHockey) and on Facebook at


For coverage of UMass hockey, follow the team on Twitter (@UMassHockey) and Instagram (@UMassHockey) and on Facebook at   




Hannah Hart, Jérôme Jarre, Karlie Kloss, Lilly Singh, and Lizzie Velasquez Among Digital Creators Honored;

The Ad Council Named as Inaugural Legacy Award Recipient


The Purpose Awards Ceremony will take place during Streamys Week

on Monday, September 25, 2017 at the World Famous Conga Room at L.A. Live


Nominees for the 7th Annual Streamy Awards will be announced on Tuesday, August 22, 2017; the Streamys will be broadcast LIVE on Twitter on Tuesday, September 26, 2017 from the Iconic Beverly Hilton.


LOS ANGELES, CA and MINNEAPOLIS, MN (August 16, 2017) Tubefilter, founder of the Streamy Awards and the leading resource for YouTube and online video news, analysis, and events, along with leading social impact agency Force Multiply (based in Minneapolis), today announced the official honorees for the 1st annual Purpose Awards @ the Streamys, which recognize the new generation of individuals and organizations who are making a difference in their communities and positively impact humankind.


The official honorees will be recognized at a standalone event taking place during Streamys Week on Monday, September 25, 2017 at 11:00 am PT at the World Famous Conga Room at L.A. Live in Downtown Los Angeles.


“We’re proud to be recognizing creators and organizations that have demonstrated such unwavering commitment in addressing social issues ranging from diversity, inclusion, and bullying prevention, physical disabilities, wellness, and mental health, to economic disparity, sustainability, and food security,” said Lou Raiola, CEO of Force Multiply, Inc. and founder of the Purpose Awards. “The Purpose Awards @ the Streamys allows us the opportunity to shine a spotlight on the incredible, positive impacts these individuals and organizations are making around the world.”


The Purpose Awards @ the Streamys expand the previous years' Streamy Awards Social Good category, with six new awards honoring creators and influencers, companies and brands, and nonprofits and NGOs who use online video and social media to amplify their message, foster engagement and participation, and make a greater, more meaningful impact.

The 2017 Official Honorees for the Purpose Awards @ the Streamys


Creator Award

  • Hannah Hart

  • Lilly Singh

  • Lizzie Velasquez


Company or Brand Award

  • Activision Blizzard (Call of Duty Endowment)

  • Bank of America (Special Olympics)

  • Ford (Geena Davis Institute on Gender in Media)


Nonprofit or NGO Award

  • Global Citizen

  • Make-A-Wish

  • Meals On Wheels


Campaign Award

  • AT&T “#LaterHaters”

  • Bill & Melinda Gates “2017 Annual Letter”

  • Walmart “Fight Hunger. Spark Change.”


Uniter Award

  • Jérôme Jarre

  • Karlie Kloss

  • Omaze


Legacy Award

  • The Ad Council


“Online video and social media has forged new ways to foster meaningful relationships and build communities, opening up new possibilities for creators to garner engagement and support for the causes that are important to them,” said Drew Baldwin, CEO of Tubefilter and founder of the Streamy Awards. “These honorees have shown just how limitless these possibilities can be, and I’m proud the Purpose Awards can help amplify their efforts to make the world a better place.”


During the awards program, one of the three official honorees in each category will be revealed as the Inspiration Award recipient, chosen by the Purpose Awards Board of Advisors.


The Purpose Awards also announced the Ad Council as the recipient of its inaugural Legacy Award, which honors creators and organizations whose sustained humanitarian efforts go beyond a single campaign or promotion, and whose ongoing commitment to utilize their communities to drive social change has made a significant positive impact on the world.


Since the launch of the Ad Council’s Creators for Good program in 2015, over 40 top creators—including iJustine, Ricky Dillon, Joey Graceffa and Baddiewinkle—have developed content on behalf of more than 25 social causes, resulting in over 220 million views on YouTube alone.


“We’re so honored to accept this award and proud of the legacy of important work our industry has done to tackle the most pressing social issues facing our country,” said Lisa Sherman, President and CEO of the Ad Council. “We’re thrilled to partner with the passionate content creators and influencers who are on the forefront of using their super powers for good. This is truly extraordinary.”


About the Purpose Awards @ the Streamys


The Purpose Awards are a collaboration between Force Multiply, pioneers of uniting celebrity influencers with brands and nonprofits in their collective social and community impact efforts, Tubefilter, founders of the Streamy Awards and the leading resource for YouTube and online video news, analysis and events, and the Ad Council, which boasts a rich 75-year history of delivering public service campaigns that address key social issues by marshaling volunteer talent from the advertising and media industries. More info:


About the Streamy Awards


The Purpose Awards @ the Streamys is an official part of the annual Streamy Awards, honoring the best in online and social video and the creators behind it. The Streamys bring together the biggest names in YouTube, online video, and digital media for a night of celebration, discovery, and meaningful recognition. Last year’s 6th Annual Streamy Awards, broadcast in a global partnership with YouTube, produced over 2 billion media impressions. The 7th annual Streamys will broadcast LIVE on Twitter September 26, 2017 from The Beverly Hilton. More info:


Media Contacts


The Purpose Awards @ the Streamys

Nicki Remick, 952-200-4747,


Streamy Awards

Kelly Striewski, 310-255-4602,

Gina Sorial, 310-255-0308,




Honoring Creators, Brands, & Non-Profits


Ad Council Joins as Strategic Partner; President & CEO Lisa Sherman to Lead Advisory Board 

Submissions Now Being Accepted Through June 9, 2017

LOS ANGELES, CA AND MINNEAPOLIS, MN (June 1,2017)- Tubefilter, founder of the Streamy Awards and the leading resource for YouTube and online video news, analysis, and events, and leading social impact agency Force Multiply (based in Minneapolis), the pioneers of uniting celebrity influencers with brands and non-profits in their collective social and community impact efforts, today announced the Purpose Awards @ the Streamys, a standalone event at the Streamy Awards to honor a new generation fo individuals and organizations who make extraordinary contributions to make a difference in their communities and positively impact humankind. 

The Purpose Awards @ the Streamys, created and produced by Force Multiply, expands the previous years' Streamy Awards Social Good category, with six awards honoring companies and brands, creators and influencers, and non-profits and NGOs who use online video and social media to amplify their message, foster engagement and participation, and make a greater more meaningful impact. 

"The creator community celebrated by the Streamy Awards has a remarkable sense of obligation to social causes - and the unique interactive nature of their relationships with their communities has created a tremendous opportunity to make meaningful impact, at scale" said Tubefilter CEO and Streamy Awards founder Drew Baldwin. "We're honored to partner with Force Multiply to give this generation a new platform to amplify its efforts to make the world a better place." 

"The Purpose Awards @ the Streamys are a natural extension of our mission to highlight the powerful intersection of cause marketing, celebrity, and social change initiatives," said Lou Raiola, a 30-year cause marketing veteran and Force Multiply founder and CEO. "We look forward to joining Tubefilter in not only honoring and celebrating the great work of these new stars, but also inspiring others to take action and make meaningful impact themselves." 

The Ad Council, in keeping with its rich 75-year history of delivering public service campaigns that address key social issues, has joined the Purpose Awards @ the Streamys as a strategic partner. The Ad Council is the non-profit behind iconic campaigns including Smokey Bear, "A Mind

is a Terrible Thing to Waste" and, most recently, "Love Has No Labels." Their Creators for Good program integrates social creators and celebrities into campaigns that align with issues they care about. Ad Council President and CEO Lisa Sherman is leading the Purpose Awards @ the Streamys' Strategic Advisory Board. 

"The Purpose Awards @ the Streamys are a wonderful opportunity to recognize and celebrate the extraordinary work that is coming out of the creator community," said Sherman. "Creators connect with their audiences on such a personal level and we have seen the transformative impact of their content on issues such as bullying prevention, autism awareness, and diversity and inclusion. We're looking forward to the collaboration with Tubefilter and Force Multiply which will help inspire more efforts in the name of social good." 

Submissions for the Purpose Awards @ the Streamys are now open via the Streamy Awards website at and close at 11:59 pm PT on Friday, June 9, 2017. Nominations will be announced this summer, and the first annual Purpose Awards @ the Streamys ceremony will take place in Los Angeles during Streamys Week prior to the 7th Annual Streamy Awards on Tuesday, September 26, 2017.

The full list of award categories for the Purpose Awards @ the Streamys is listed below and available at 

For more information, visit Join the conversation on Twitter with @thepurposeaward using #purpose; follow Streamy Awards on Facebook, Instagram, Tumblr, and Snapchat. 

About the Streamy Awards

The Streamy Awards honor the best online video and the creators behind it. The annual event brings together the biggest names in YouTube and online video for a night of celebration, discovery, and meaningful recognition. Learn more at

About Tubefilter

Tubefilter is the most trusted and widely read source for YouTube and online video news, analysis, and events. Through its trade news and analysis, community events, and creator advocacy programs, Tubefilter has helped to foster the growth, promotion, and legitimization of a new, independent professional entertainment industry. Tubefilter properties include its flagship publication, Tubefilter News, the Tubefilter Charts, its popular YouTube Millionaires series, and the Streamy Awards. For additional information, visit

About the Ad Council

The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Through compelling and cutting-edge communications, the Ad Council connects with Americans to inspire, inform and save lives. To learn more about the Ad Council and its campaigns visit and its social communities on Facebook, Twitter, and YouTube.

Media Contacts

The Purpose Awards @ the Streamys

Anthony Langone, Marbaloo Marketing



The Ad Council

Ellyn Fisher, The Ad Council


Ryan McDonagh, Zach Parise, Jake Guentzel, Jake Gardiner and other NHL Stars Participate with Minnesota Special Hockey

in First-Ever Unified Showcase at Da Beauty League


Wednesday, Aug. 23, 2017, EDINA, Minn. – Da Beauty League, in conjunction with Minnesota Special Hockey, hosted the first-ever Da Beauty League–MN Special Hockey Unified Showcase, presented by the U.S. Pond Hockey Championships, State of Hockey and Force Multiply, in front of a sellout crowd Monday night at Braemar Arena in Edina. The showcase brought together National Hockey League (NHL) stars and players from Minnesota Special Hockey in an exciting exhibition game, as part of the NHL’s “Hockey Is For Everyone” initiative.


Between the semifinal games of this summer’s Da Beauty League, fans were treated to a game between select NHL players and members of Minnesota Special Hockey. The showcase brought together athletes as teammates, regardless of any intellectual disabilities, to showcase the power of unifying communities and fostering an environment of acceptance and inclusion.


NHL players who participated in the Unified Showcase included: Nick Bjugstad (Florida Panthers), Brock Boeser (Vancouver Canucks), Dustin Byfuglien (Winnipeg Jets), Taylor Chorney (Washington Capitals), Jake Gardiner (Toronto Maple Leafs), Alex Goligoski (Arizona Coyotes), Jake Guentzel (Pittsburgh Penguins), Nick Jensen (Detroit Red Wings), Nick Leddy (New York Islanders), Charlie Lindgren (Montreal Canadiens), Paul Martin (San Jose Sharks), Ryan McDonagh (New York Rangers), Zach Parise (Minnesota Wild), Mike Reilly (Minnesota Wild) Drew Stafford (Boston Bruins) and Alex Stalock (Minnesota Wild).


"What a privilege to have Da Beauty League host this unified moment, to demonstrate that the great game of hockey is for everyone, no matter your ability,” said Ben Hankinson, Co-Founder of Da Beauty League.  “Our NHL stars didn’t hesitate at the opportunity to participate, in fact, we had a waiting list of players. It shows you what good character guys these are. Thank you Minnesota Special Hockey for teaching our NHL stars how to play. We were thankful to be a part of this Unified Showcase event.  It was an awesome night for our players and fans." 


“This was an amazing night for our players,” said Jane Cashin, President of Minnesota Special Hockey.   “The anticipation while waiting to get on the ice was electric and then to skate through the tunnel of NHL players was something these 12 special players will never forget. The NHL players demonstrated to these special needs hockey players that they can all play the same game, at the same time and enjoy the hockey chatter on the bench.  This game was not about scoring goals or winning, it was about celebrating hockey as proof that hockey can bring us all together.”


The two honorary coaches for the Unified Showcase were Jim Dahline representing the U.S. Pond Hockey Championships and Anne Butters Anderson, representing the State of Hockey.  


“Growing up on the pond, hockey meant getting everyone who wanted to play together, throwing our sticks into a pile, and creating teams of all ages and talent levels,” said Jim Dahline, Marketing Director at U.S Pond Hockey Championships. “The Unified Showcase at Da Beauty League showed that same belief that the best hockey games are when you get a group of hockey players together and just play.”


“This was a great night. It really embodies who we are and what this game can do for athletes at all levels,” said Anne Butters, Director of State of “We’re blessed to have all types of hockey programs in Minnesota, and some of the greats were on display last night.”


This event was created by leading social impact agency Force Multiply, pioneers of uniting celebrity influencers with brands and nonprofits in their collective social and community impact efforts and strategic agency of U.S. Pond Hockey Championships.


About Da Beauty League

Da Beauty League was formed in the Fall of 2015. It was created for the Twin Cities elite players to hone their skills prior to the regular season. Fans are sure to be treated to exciting end to end 4 on 4 hockey. More information can be found at Da Beauty League’s website , Twitter at @dabeautyleague or on Instagram at @dabeautyleague_official.


About MN Special Hockey

Minnesota Special Hockey exists for the enrichment of the athlete with a developmental disability. In addition to physical hockey skills, the program emphasizes the development of desirable individual characteristics such as dependability, self-reliance, concentration, teamwork, willingness to share and personal accountability. The game of hockey is used by Special Hockey to develop within each player the characteristics that will help the player to be more successful both inside and outside a hockey environment. More information can be found at Twitter at @MNSpecialHockey, Instagram at @mnspecialhockey


About U.S Pond Hockey Championships.

The Labatt Blue U.S Pond Hockey Championships (USPHC) celebrates the joy of hockey “the way nature intended” each January. Over 1,900 adult pond hockey players from more than 30 states reunite with their youth and friends over a weekend when time can stand still and we can all be kids for three days. The champions do not win prizes, but go down in history with their names etched into the Golden Shovel, a symbol of our lifelong love and passion for the purity of this outdoor game. The USPHC is held annually on Lake Nokomis, in Minneapolis, MN. To learn more about the USPHC visit


About State of Hockey


In Minnesota, hockey is more than a game. It's a part of life. It embodies who we are - capturing our passion, our commitment and our joy. It's a connection to previous and future generations and a source of pride for Minnesotans, from Roseau to Red Wing.


The "State of Hockey," backed by the Minnesota Wild, aims to bottle the passion Minnesotans have for the sport of hockey to celebrate and promote the game at all levels. Starting with, it will be brought to life in a variety of ways to inspire players, families and fans and honor the state's unique hockey heritage. It's our game - seen a whole new way.


Media Contact:


Jim Dahline

U.S. Pond Hockey Championships

Marketing Director

Anne Anderson

State of Hockey




MIAMI- MAY 23, 2017- Univision Deportes, the multimedia sports division of Univision Communications Inc. (UCI) that includes UDN (Univision Deportes Network), the most-watched Spanish-language cable sports network and preferred destination for futbol fans in the U.S., today announced its partnership with leading social impact agency, Force Multiply, the pioneers of uniting celebrity/athlete influencers with brands and non-profits in their collective social and community impact efforts. The collaboration between UCI's Sports division and Force Multiply aims to build on UCI's corporate social responsibility platform, "Univision Contigo," which is focused on empowering and enabling communities to build strong minds, promote healthy habits, and celebrate diversity.

"As one of the leading sports brand in the U.S., we look forward to heightening our focus on social good efforts through a sports lens in partnership with Force Multiply, an agency that brings decades of experience in shaping and driving meaningful social change. This partnership builds on Univision's commitment to empowering our communities through a series of initiatives," said Juan Carlos Rodriguez, president, Univision Deportes.

Through the collaboration, Univision Deportes and Force Multiply will assemble key participants and investors, sports icons and influencers, non-profits and UCI's talent to align efforts in the launch of two initiatives:

- "Por el Amor al Deporte," a program that aims to recognize and celebrate those individuals that leverage sports as a vehicle for social change.

- A program aimed at fast-tracking and uniting with likeminded organizations to create real social change through the power of sport. This will involve Univision Deportes and Force Multiply leveraging UCI's multi-platform assets across digital, television and radio, as well as community events.

"We are proud to partner with Univision Deportes to help advance their unwavering commitment to spark positive social change," said Lou Raiola, Founder and CEO, Force Multiply. "Leveraging the position they have established as a large and growing force in sports media, Univision Deportes, along with their large and passionate fan base, is well positioned to have a marked impact on the communities they serve. In support of this effort, we are pleased to lend our three decades of uniting stakeholders and their respective passions and areas of purpose to bring positive social change across North America in unique and impactful ways."

Likeminded sports properties, high-profile teams and athletes, sports brands, national governing bodies, and others to be announced soon, will join the Univision Deportes and Force Multiply partnership in a collective effort to address social change through the vehicle of sports.

CONTACT: Mercedes Diez




About Univision Communications Inc.

Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the leading networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country available in approximately 91% of U.S. Hispanic television households; UniMas, a leading Spanish-language broadcast television network available in approximately 85% of U.S. Hispanic television households; Univision Cable Networks, including Galavision, the most-watched U.S. Spanish-language entertainment cable network, as well as UDN (Univision Deportes Network), the most-watched Spanish-language sports cable network, Univision tlnovelas, a 24-hour Spanish-language cable network dedicated to telenovelas, ForoTV, a 24-hour Spanish-language cable network dedicated to international news, and an additional suite of cable offerings - De Pelicula, De Pelicula Clasico, Bandamax, Ritmoson and Telehit; Univision Local Media, which owns and/or operates 59 television stations and 64 radio stations in major U.S. Hispanic markets and Puerto Rico; and Univision Now, a direct-to-consumer, on demand and live streaming subscription service. The Company also includes the Fusion Media Group (FMG), a division that serves young diverse audiences. FMG includes two cable networks: news and lifestyle English-language network FUSION TV and UCI's interest in El Rey Network, a general entertainment English-language cable network;, the most-visited Spanish-language website among U.S. Hispanics; Uforia, a music application featuring multimedia music content; as well as a collection of leading digital brands that span a range of categories: technology (Gizmodo), sports (Deadspin), music (TrackRecord), lifestyle (Lifehacker), modern women's interests (Jezebel), new and social justice (, African American news and culture (The Root), gaming (Kotaku), and car culture (Jalopnik). FMG also includes the Company's interest in comedy and news satire brands The Onion, Clickhole and The A.V. Club. Headquartered in New York City, UCI has content creation facilities and sales offices in major cities throughout the United States. For more information, please visit

About Force Multiply, Inc.

Force Multiply is a cause marketing, social impact agency that inspires real, meaningful social impact on a global scale. With decades of experience in the entertainment, sports and non-profit segments, the company uniquely unites celebrity influencers with forward-thinking companies and non-profit cause organizations. Through the creation of these non-traditional alliances, Force Multiply designs and executes cause-related events and experiences, marketing campaigns and original content for consumers and communities that drive social change - for good. Force Multiply was founded by Lou Raiola, who brings more than 30 years of experience in championing causes that inspire social good through sports, entertainment and pop culture. Raiola and his firm have become the go-to resource when it comes to creating the unlikeliest of partnerships between the business and non-profit worlds. 

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