Don’t Just Think About It – Do It!
“Don’t Just Think About It – Do It!” (Television
and Print Media)
Dates: 1983 – 1984
Description: Surveys confirmed that most Canadians
were now aware of the importance of physical activity, therefore
this campaign was intended to help them overcome their initial inertia.
Funding: Health Canada core funds.
ten years of extensive, year-round, media exposure there was evidence
that most Canadians were now aware of the importance of regular
physical activity and were positive toward ParticipACTION and what
most were still having trouble getting started – ParticipACTION
described it as being “intellectually committed” from
the neck up, but having difficulty getting their bodies to cooperate.
Therefore this campaign was a first step attempt to move individuals
from the “contemplative stage” to a “trial action
Contemporary theme music and lyrics were created for television
and then applied to a variety of 30 and 60 second messages using
real people, animation, plasticine, cell animation and pictogram
formats. This creative strategy was developed by Kuper Productions,
a long-time supporter of ParticipACTION.
An extensive print media campaign of creative illustrations built
upon the same theme line to support the television messages and
this “get started” objective.