ParticipACTION invites ‘action’ story sharing

Canadian icons are inspiring physical activity with TV spots driving consumers to the online 'Wall of Inspiration.'

Toronto-based ParticipACTION is addressing the nation’s inactivity crisis by launching a new campaign, ‘Get Inspired. Get Moving,’ using Canadian icons to get Canadians active. It’s running in English and French, and includes TV spots and the web to reach busy Canadian families, with a focus on parents with children ages 7 to 12.

In the 30-sec spots, which run nationally until March 2009, Canadians like Donovan Bailey and Mary Walsh ask, ‘What’s your ParticipACTION?’ and drive consumers online to submit personal stories about the impact of active living on their lives. Stories are uploaded to a ‘Wall of Inspiration’ on, and in early 2009, some of them will be featured in a TV commercial.

Toronto’s JWT created the TV spots and the website, while media planning and buying were handled by MindShare, also in Toronto.