Every breakthrough—on the ice, in the lab, or in the boardroom—begins with a simple question: What if we looked at things differently? 

Despite decades of progress, cancer remains one of our greatest health challenges. The ongoing fight reminds us that we must consistently reexamine our strategies to improve outcomes. Early detection continues to be one of our most effective tools, since treatment is typically more successful—and less invasive—when the disease is found early. For example, almost 100 percent of people diagnosed with prostate cancer survive beyond five years when the disease is caught and treated early. 

Yet, 65 percent of Americans aged 21 and older are not up to date on at least one routine cancer screening due to factors such as lack of awareness and barriers to access.

Since its founding over two decades ago, the Hockey Fights Cancer (HFC) initiative, originating from a partnership between the National Hockey League (NHL) and the National Hockey League Players’ Association, has worked to close these gaps, centering the conversation about cancer prevention in arenas far removed from hospitals and clinics. This partnership revealed unexpected possibilities: What if we harnessed the influence of a beloved sport not just to entertain but also to inspire critical health actions? 

Every breakthrough begins with a simple question: What if we looked at things differently?

Taking lessons from HFC’s journey, it becomes clear that innovation in health is not solely about new medicines or technologies. Rather, impactful progress often emerges from nontraditional collaborations that inspire new ways of thinking. A recent example is HFC and AstraZeneca’s Get Body Checked Against Cancer campaign. The campaign encouraged the hockey community to take action on cancer screenings, reaching fans through multiple platforms and channels:

• Star players and commentators shared their personal experiences with cancer on social media and TV—using their strong connection with fans to inspire them to prioritize their health.
• At a community event in Tampa, fans enjoyed live music, carnival games, and food trucks, and had the chance to meet a retired Tampa Bay Lightning player, while mobile screening units offered on-the-spot cancer checks. The impact was tangible—over 150 attendees were screened for skin, head and neck, and lung cancers, with 30 suspicious findings and dozens connected to critical follow-up care.
• The Body Check Cup took things further by adding friendly competition. Teams competed to get the most fans to sign a digital pledge to get screened. Nearly 2,000 fans joined in, competing for prizes and helping their favorite NHL team climb a live leaderboard. Fans also shared pledges on social media, spreading awareness to even more people. 

By tapping into hockey rivalries, team loyalty, and the bond between players and fans, these efforts delivered a message with lasting impact. 

It is a powerful reminder that the most effective health strategies often exist outside the boundaries of conventional medical practice. Real change requires organizations to challenge the status quo about where and how health conversations occur. 

The lessons here reach far beyond the worlds of sports or healthcare. For any organization aiming to drive better outcomes, several principles emerge:

• Long-term commitment—True impact is built over years. Trust and behavior change demand persistence.
• Trusted messengers—To truly reach people, we must partner with those who understand their communities best, whether that’s fans’ favorite hockey players or local coaches, teachers, and faith leaders.
• Nontraditional platforms—Important conversations often happen in places we don't expect. Innovation means venturing beyond our comfort zones. 

Ultimately, our partnership with HFC—together with the collective efforts of HFC’s charitable partners, other corporate sponsors, the 32 NHL clubs, and the global hockey community—has helped HFC raise more than $12 million for cancer research over the 2022–2023 and 2024–2025 seasons and inspired thousands to put their health first. But the real win has been discovering the power of purpose-driven collaboration. When organizations align around a shared mission and bring creativity and courage to the table, we create a playbook for change any industry can follow.

As the public health landscape and our world continue to evolve, I am reminded that our greatest victories are collective. Let’s challenge ourselves to look beyond boundaries, form partnerships that bridge divides, and keep pushing for a future where everyone has an equal shot at a longer, healthier life.