ParticipAction breaks Think Again campaign
Physical activity organization ParticipAction began a new campaign called "Think Again" yesterday. The campaign encourages mothers to put more physical activity into their children's' daily lives through a series of five 15-second television commercials in English and French. The creative addresses common misconceptions about physical activity levels. Print ads using the same theme will begin running in mid-February in parenting and women's magazines, followed by additional materials in June. Online components include a blog at <http://www.participaction.com> and various social media activities. The marketing campaign coincides with the release of Canada's new Physical Activity Guidelines, which direct children and teens to have 60 minutes a day of moderate to vigorous activity. The campaign was developed by JWT of Toronto, with media buying handled by Mindshare.