Participaction to focus on children and teens

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.
 


   

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.

Brands Articles

RBC uses customer home videos for ‘Someday’

15,000 submissions for financial institution's contest and content drive

Bendgate: 5 things Apple will do next

Markus Giesler guesses at Apple's next iPhone play

Holt Renfrew readies menswear-only store in Toronto

Luxury store wants to grow retail footprint by 40%

Kraft Hockeyville competition expands to U.S.

Tentpole sponsorship expands south of the border with media/in-store campaign

Toys R Us celebrates 30 years in Canada with ‘Oath’

An anniversary message from Toronto creative shop Open

Canadian Tire’s new CEO talks online shopping

Michael Medline chats with CB about digital technology's role in customer service

Millennials are looking for brands to trust: Havas

Nearly half of surveyed millennials consider brands "essential" to their life

Three big obstacles to success for the BlackBerry Passport

Peter Nowak says differentiation is a smart play, but brings its own challenges