WEEK 4 - ParticipACTION: A National Campaign Flashcards
Why was Prince Philip’s speech in Canadian Medical Association in 1959 important?
- Called out Canadians for not being fit
What four things did Prince Philip say were necessary for change?
- Proper Physical Education in Schools
- Adequate Recreation Facilities for all ages and sections of the community
- Extension of the work of youth organizations in both scope and age
- Organization to promote recreational sports and to encourage people to take part in them
What were some responses that can be attributed to Duke of Edinburgh’s visit?
- Bill C-131
- Creation of Sport Canada and Recreation Canada
- National Conference on Fitness and Health and Employee Fitness held throughout the 70s
- School children earned Canada Fitness Award (1970-1992)
- Canada Fitness Survey Launched
- ParticipACTION
When was Bill C-131 passed? What did it do?
1961 - Promotes fitness and amateur sport
What did the National Advisory Council for Fitness and Amateur Sport conclude in 1969?
- Canadians were in terrible shape and don’t care
What did the 1969 National Advisory Council for Fitness and Amateur Sport’s discovery lead to?
- Request for federal money to create independent fitness promotion agency
When was ParticipACTION founded?
- 1971
Who lead the first ParticipACTION agency?
- Keith McKerracher: Marketing Consultant
Describe the early days of ParticipACITON
- Social marketing professionals
- Individuals from fields of physical education and recreation
- Engaged with public and private sectors
- Board of directors included many prominent Canadians
Why was participACTION named that way?
- Canadians associated fitness and exercise with hard work and Canada with government
- participation and action were easier to engage people in
What was ParticipACTION’s early strategic plan?
- develop major, ongoing national campaign to motivate Canadians to become more physically active
- Aim to use modern communication/persuasion techniques
- increase public awareness and concern with physical fitness
- Aim to make physical fitness and activity more socially acceptable
What were participACTION’s early goals?
- Motivate canadians to be more physically active
- Improve fitness of Canadians over long term
What strategies did early participACTION use?
Commercial Marketing Techniques and Tools
- Public Service ADvertising (PSA)
- Community Events
- Educational Resources
What were the early years of ParticipACTION?
1972-1979
What did the early campaigns of participACTION focus on?
- TV, Radio, Print
- Variety of Message Targeting
