ParticipACTION
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | October 2007–April 2008 |
Start of Advertising/Communication Effort: | October 1, 2007 |
Base Period for Comparison: | n/a |
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...