ParticipACTION is back

But forget about dismal comparisons with that 60-year-old Swede - improving children's health is now the primary aim.

Yesterday, ParticipACTION officially launched a new public awareness campaign focused on motivating Canadians to be more physically active. After kicking off with a symbolic walk by pols on Parliament Hill, an awareness campaign hit TV, radio and the Internet for a marathon that will stretch through next March.

With creative by JWT, media buys by MindShare and PR by Hill & Knowlton (all agencies Toronto-based), the campaign consists of English and French TV spots, radio and online, including a content-rich website developed by Toronto-based Trojan One. The overall messaging is that Canadians need to move more, but a shift in the fitness program’s approach and primary target is signaled by the parent-aimed tagline ‘Inactive kids may get old before their time.’