“To make the misdirect land, we had to ensure that the story rang true when read from either perspective,” Tierney said.

Linden called the domestic violence statistics “extremely eye-opening,” with the campaign’s goal of sparking “real, lasting and meaningful change.”

Stepped-up awareness of concussions in sports has meant significant changes such as more protective equipment and updated rules of the game. “NHL players have access to some of the best medical resources,” Linden said in a statement, “but thousands of women may not have that same access.”

“Concussion Story” will air in English and French on TV and social, with donated screen time from the CBC and Sportsnet.