When the coach draws this drill out on the drill board while the players are watching, it is important for the coach to explain to the players that there are players who will enjoy hitting and there are players who would rather not be involved in hitting. There are players who don't mind getting hit and there are players who are afraid of getting hit. The players need to understand that the key to this drill is to see that giving or taking hit is not going to hurt you if you learn how to properly give and take a hit.
Of course, there are times where players will be hurt, but the more you can keep your head up to see the ice, the safer you will be playing hockey. The coach should reinforce how the player should prepare his body and stance to giving a hit as well as explaining to the player skating with the puck where to position himself with the boards and how his stance should be in a good hockey stance with his feet moving. The coach can take an assistant coach and demonstrate this drill, however, first showing all the players the proper stance and how their body should be prepared by having their arm tucked in to their body and pointing their shoulder for the hit.
Also, demonstrating by showing where the player should be who is about to get hit. How that player should be close to the boards so that there is minimal impact and how he should be in a good strong low hockey stance. The coach can also demonstrate what would happen if the player was 1 or 2 feet away from the boards, how that impact would be heightened.