Motivate

- The Early Years
(1973-1979)
- Don't Just Think About it - Do It
(1983-1984)
- Body Break
(1989-1991)
- Vitality
(1991-1995)
- Sharing A Healthier Future
(1996-1998)

ParticipACTION’s Mass Media Campaigns

Throughout its three decades of existence, the English and French mass media throughout Canada were the most significant contributors to the success of the ParticipACTION program.

All of the extensive media exposure was classified as “public service advertising (PSA)” with the time or space completely donated by the respective media. Thanks to the financial support of Health Canada, ParticipACTION was able to have high quality, contemporary advertisements professionally prepared – at very economical rates.

Through personalized distribution, these advertisements were then provided to appropriate media outlets who donated the air time or print space.

During its peak years, 1975 – 1995, ParticipACTION’s national campaign was supported by:

350 television and cable stations
580 radio (AM and FM) stations
110 daily newspapers
950 weekly newspapers
1,100 commercial/professional magazines
1,100 corporate publications and associations newsletters

Counting both English and French language advertisements, the three decades ParticipACTION campaign produced a total of 533 television messages and 549 radio messages. (This web site contains a limited sampling of these many messages.)

Description:President Russ Kisby summarizes the accomplishments of ParticipACTION's efforts
Duration: 4:30
Date: December 2003

The assessed value of the donated media exposure over three decades was in excess of $280 million (Canadian). For most years, for every one dollar of public funding invested in the production of advertisements for the mass media campaign, ParticipACTION received in excess of fifteen dollars in exposure value from its media supporters.

Some ParticipACTION “theme-messages” employed a coordinated approach for television, radio and print. Other “theme-messages”, primarily due to available production funds, utilized just one type of media.

Further, some media campaigns were supported by resource materials distributed to community-based leaders in order that they may build upon the public awareness of the high profile media campaign.

The following examples have been included:

The Early Years (1973 - 1979)

Don’t Just Think About It – Do It! (1983 –1984)

Body Break ( 1989 –1991)

Vitality (1991 – 1995)

Sharing A Healthier Future (1996 – 1998)

PSA Campaigns

The Early Years
(1973-1979)