Canadian Tire has launched a new campaign, “Anthem” with the goal of making Canadian families more active across the country.

Calling the new work, with media by MediaCom Canada and creative from Cleansheet Communications, more than a campaign, TJ Flood, SVP of marketing at Canadian Tire, tells MiC that the retailer has a history of playing an integral role in being active and wants to encourage families to get back into the mindset of moving more. It also ties into its recent partnership announcement with the Canadian Olympic Team, along with six other amateur sport partnerships earlier this year.

“We did a survey on why kids aren’t getting enough exercise and one of the main reasons is that parents felt their kids weren’t interested in being active,” he says. “Our belief is that if children play, they develop life skills that are very important and they become stronger, which creates stronger families and stronger communities.”

The new work includes a 60-second TV and cinema spot that will run through October, as well as WeallplayforCanada.ca, a site with “tips and tricks” on getting active for Canadians. Flood adds that Canadian Tire will be releasing additional extensions of the spot in the coming months. The website also asks Canadians to add videos and photos of how they’re playing, which will be shown on the site.

[iframe_youtube video=”UAaOiEvjcGM”]