Canadians face a crisis, with more than half of them considered overweight and inactive. With the statistics getting worse, they needed an adrenaline injection.



Business Results Period (Consecutive Months):

October 2007–April 2008

Start of Advertising/Communication Effort:

October 1, 2007

Base Period for Comparison:


Canadians face a crisis, with more than half of us considered overweight and inactive. This costs our health care system billions of dollars a year, and many Canadians their lives. With the statistics getting worse, we needed an adrenaline injection. Through renewed government funding, that injection would bring back ParticipACTION after 5 years of dormancy. We needed to launch a fresh, bold brand – one whose voice transcended the category trappings – to inspire a nation to...

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