Pride Tape has received tons of accolades for the campaign’s effective use of visuals to bring an understanding of LGBT acceptance in hockey. Now it’s won a Clio Award!

The prestigious advertising awards group named Pride Tape a Gold Winner for its product aimed at doing social good.

"Pride Tape started with grassroots support that has grown into participation by almost every team in the NHL,” Pride Tape organizers told Outsports. “We are thrilled that Pride Tape has been awarded a Gold Clio for Social Good. It’s an honor to be recognized by the international sports marketing community, alongside great brands doing important work."

In case you don’t know, Pride Tape is wrapped around the end of a hockey stick to symbolize acceptance of LGBT people. While Pride Tape has had its biggest impact in the sport for which it was designed — ice hockey — it’s made its way to other sports, like baseball where it’s used on bats instead of sticks.

It was created by Calder Bateman Communications, the agency that previously developed, another stance against homophobia in our society. It was created in partnership with the University of Alberta Institute for Sexual Minority Studies and Services

Congratulations to everyone involved in the Pride Tape campaign.