Can-Fit-Pro conducts fitness campaign
Toronto-based Can-Fit-Pro, an organization of fitness professionals, health club operators, industry suppliers and fitness consumers, is conducting an advertising campaign promoting the idea of general physical fitness. The 10 executions depict people varying in age from six to 65 engaged in a number of physical activities. In one ad, a picture of a woman is accompanied by the copy, "I am a 43 year old high school teacher and can outrun most of my students. How fit are you?" Another features a man and the copy, "I am 65 years old. I just ran my first 5k. Next year I'll run a marathon. How fit are you?" The ads are running in the Toronto edition of Metro in advance of an industry event called the International Fitness and Club Business Conference and Trade Show, which is taking place in Toronto until Aug. 23. "The purpose of the campaign is to show that fitness is not narrowly defined as a twenty-something lifting weights at the gym or an elite triathlete," said Rod Macdonald, vice-president of Can-Fit-Pro. "Fitness is a state that can be achieved by anyone, doing a broad range of activities, regardless of how old they are when they start to pursue a healthier lifestyle."