Participaction, the national voice for encouraging physical activity and sports, is launching an awareness campaign to help Canadian moms realize there’s a chance their kids aren’t active enough.
The English and French effort from JWT includes television, print and online ads that will launch with the release of Canada’s new physical activity guidelines on Jan. 24.
Canadian children and teens should get at least 60 minutes of exercise a day, according to these new guideline from The Canadian Society for Exercise Physiology.
Three 15-second television ads reinforce the idea that children need to get more active, focusing on communities, schools and sport programs that facilitate this.
Each ad starts with a mom telling viewers how physically active her child is. One mom feels her daughter gets enough activity because she has gym class three times a week.
“The goal of the TV is to really provoke moms and for us to say ‘We know you love your kids and know you’d do anything to make them the healthiest they can be, but think again about how active they are and how active they need to be,” said Kelly Murumets, president and CEO of Participaction.
The spots will run back-to-back in 30-second slots throughout the year. Mindshare handled the buy.
The end of the commercials invite viewers to Participaction.com where they can find statistics, articles and fitness tips. While on the site, moms are encouraged to engage with other moms through the not-for-profit’s Facebook page, Twitter account and blog. Online banner ads also drive users to the site.