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National Basketball Association breaks Playball campaign

The National Basketball Association has launched a new campaign in Canada intended to increase youth participation in the sport. The campaign is based on a new website at <http://www.nba.com/playball>, which is a database of 700 youth basketball clubs nationally. The site is designed to allow young people and parents to easily find a place to play.

The program will be promoted with two 15-second television commercials featuring five of the nine current Canadian NBA players, as well as members of the Toronto Raptors and the Canadian Senior Men's and Women's National teams. Social media activities will also support the campaign. The ads were developed by Goodby Silverstein & Partners with the participation of Canada Basketball and the Raptors.

"It is an exciting time for basketball in this country, from the first-ever Canadian number one pick in the NBA Draft this year, to rising participation numbers in the sport at all levels," said Dan Mackenzie, vice-president and general manager of NBA Canada. "Through this campaign, we will make it easier to find a place to play and to further contribute to the growth of basketball in Canada."

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