Next idea is about showing the hockey props as a weapons. 1. Hockey puck stickers placed to bathroom mirrors on teeth level. Headline: It knocks out more teeth than Tyson's fist.
2. Hockey skate cutting through the billboard. Headline: The cause of more cuts than Jack the Ripper's knife.
3. Buss stop print showing Hockey stick with blood. Headline: Better bone breaker than angry English soccer fans.
Tagline: Unpunished Criminals.
Not sure why you are choosing to show hockey as a bloody sport of criminality, but I don't think it will register well with the target. (I am a hockey fan, and former hockey player, and would not like to be compared to a criminal)
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