Curling Canada Amplifies Women’s Power in ‘We’ve Never Been Quiet’
Curling Canada and Cossette have launched We’ve Never Been Quiet, a national campaign that doesn’t rewrite the story of women in curling — it amplifies the truth: these athletes bring power, precision, and passion to the ice.
Launching across TV, online video (OLV), digital, radio, and social platforms, the campaign reaches Canadian audiences coast to coast. The campaign’s creative centrepiece contrasts outdated, archaic perceptions about how women 'should behave' with dynamic footage of past and current women curlers in action. The result is a powerful visual that reframes curling through a modern, unapologetic lens. The irony lands hard, rewriting the narrative and reclaiming the volume.
“Our athletes are strong, passionate, and unapologetically loud. They should never have to dial it back,” said Nolan Thiessen, CEO at Curling Canada. “This campaign is our rally cry. It challenges the norms and celebrates the powerful voices of women changing the game.”
We’ve Never Been Quiet taps into real experiences and research showing the misogyny women in curling still confront — from comments on how they look to how they sound. The campaign reframes the game as it should be seen: intense, emotional, and proudly loud.
“Curling has always pushed back against the idea that women’s sports should be quiet or second-class,” said Michael Pal, associate creative director and copywriter at Cossette. “We wanted to call that out in a way that’s as impossible to ignore as the women athletes we’re celebrating.”
Beyond sparking conversation, the campaign is also a rallying call to show up for the sport. Curling Canada is encouraging fans to celebrate the energy and talent of women in curling by attending upcoming live events, including the Scotties Tournament of Hearts and the BKT World Women’s Curling Championship.
