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
What variety of message targeting were early participACTION campaigns?
- Awareness of lack of fitness
- Education of how to get started
- Introduce participACITON brand
What are the key messages of early participACTION campaigns?
- Fitness is for everyone
- Fitness delivers tremendous benefits
- Getting there is half the fun
- Fitness as a way of life
How many Canadians knew about participACTION by 1978?
- 79%
What started to shift in ParticipACTION between 1980 and 1990?
- Goal in early 80s was to help Canadians ‘get started’ through awareness and follow through
When did the ‘don’t just think about it, do it’ campaigns start?
1980s
What is different about the early ParticipACTION messages and the ones in the 80s?
- Early messages told people what to do, 80s focused on how to do it.
What were the goals of participACTION in the 80/90s?
- Influence personal behaviour
- Influence social support
- Create targeted strategies
- Get Partner
Explain the goal of influencing personal behaviour of participACTION in the 80/90s
Mass and targeted:
- Communication
- Awareness
- Education
- Motivation
Explain the goal of influencing social supports of participACTION in the 80/90s
Intermediaries
- Parents
- Teachers
- Peers
- Healthy
- Physical Activity
- Community Leaders
Setting
- Family
- School
- Workplace
- Organizations
- Social Groups
