ParticipACTION launches phase 2 of its user-gen exercise

The spotlight turns on ordinary Canadians via new TV spots launching Monday and a cross-Canada tour this summer that will ask others to share their stories.

ParticipACTION is showing Canadians that there are no excuses to be inactive this year. A new campaign launching Monday puts the spotlight on ordinary people who have added more movement to their lives. As the national voice for physical activity and sport participation in Canada, ParticipACTION’s goal is to reach all 33 million Canadians with their message through 30-second commercials and a cross-Canada summer tour, explains Kelly Murumets, president and CEO of ParticipACTION.

Last year, athletes and well-known icons like Donovan Bailey, Farley Flex and Rick Hansen called on ordinary Canadians to share their stories on the organization’s website. More than 1,000 individuals submitted the ways in which they stay healthy, and three English and two French stories were selected to be featured in 30-second TV commercials. Created by Toronto-based JWT, the ads will air in rotation nationally through the summer. Mindshare executed the media buy.

‘This phase of the campaign shows that everyone is capable of being a hero,’ Murumets tells MiC. The ads are animated, with the stories (a soccer mom who actually plays soccer, for instance) told by the individuals themselves through voiceover. They’re meant to target families of all ages, she says.

Also, a ParticipACTION team will attend major festivals across Canada this summer, like the Calgary Stampede for instance, and will make visits to all major cities in Canada, encouraging Canadians to share their stories. The stories will be recorded and posted on their online ‘Wall of Inspiration,’ says Murumets, and additional stories will be selected to be featured in phase three of the campaign, scheduled to air later this year.