After the 2026 Winter Olympics, President Trump’s congratulatory call to the US Men’s Hockey team sparked controversy when he suggested that inviting the gold-medal-winning US Women’s team to the White House was an “impeachable” duty rather than an earned honor. This offhand remark fueled a global debate over the marginalization experienced by women athletes. As International Women’s Day neared, the Professional Women’s Hockey League (PWHL), collaborating with the creative agency john st., aimed to turn the lost hour from Daylight Savings into a powerful message about the insufficient respect currently given to women’s sports.
The 23 Hour Play Campaign Empowers Women’s Hockey
With the clocks moving forward, women effectively lost an hour of their day. To symbolize this, PWHL players typically wearing jersey number 24—including Toronto’s Natalie Spooner, Minnesota’s Vanessa Upson, and New York’s Anne Cherkowski—took to the ice wearing number 23. This change was part of “The 23 Hour Play” campaign, which sought to draw attention to the fact that 23 hours—and by extension, the level of recognition women’s hockey receives—is not enough.
Krystle Mullin, chief creative officer at john st., explained,
“The #23 is a symbolic statement that 23 hours isn’t enough, and that women’s sports deserve more.”
She added,
“‘The 23 Hour Play’ is raising awareness and inviting fans and community members to donate $23 to PWHL charity partners Grindstone Foundation (Canada) and Strong Girls United (US) to help the next generation of young women and girls thrive in hockey.”
Broad Social Media Reach Amplifies the Movement
The campaign quickly gained traction on social media platforms, helped by sports media and content creators. Marissa Tandon’s video related to the initiative amassed over 65,000 views on TikTok and Instagram combined. Additionally, a reel shared by The Hockey News attracted more than 87,000 views, helping to spread the message about the disparity faced by women hockey athletes and mobilizing support for the cause.
Implications for Women’s Hockey and Beyond
The PWHL’s transformation of a lost hour into a platform for advocacy spotlights the ongoing challenges women athletes face regarding recognition and opportunity. By intertwining the campaign with International Women’s Day and linking it to charitable organizations supporting young female players, the movement has potential to foster lasting change and greater equity in sports. The response on social media and from the community suggests growing awareness and support, but continued efforts will be necessary to ensure women’s hockey receives the respect and resources it deserves.
