Introducing the new theme of our 2011/2012 provincial advertising campaign!
Our new theme was developed from a good discussion we had about our kids’ physical inactivity and what’s happening to their health as a result of inactivity and sedentary behaviour. The theme is a continuation of the conversation we presented in our spring campaign when we posed the question “Are your kids as active as you think?” We challenged parents and caregivers to think about just how active the kids they care about really are. Why? Because what they don’t know about their kids’ physical inactivity is actually hurting them.
To accompany the new theme, we developed the following short key messages as companion pieces to help educate and inform our targeted audience of adults 30-55 years of age:
- Reduce your kids’ screen time by replacing 30 minutes of screen time with 30 minutes of physical activity.
- Children and youth require 60 minutes of physical activity every day, and more is better.
- After school is the best time to introduce physical activity in your kids’ lifestyle. Try unstructured play time or organized sport – activities that keep them busy, keep them happy, and keep them away from the screens!
“What you don’t know about your kids’ physical activity is actually hurting them” will be featured prominently in our public awareness campaign that includes outdoor billboards placed around the province in Saskatoon, North Battleford, Prince Albert, Yorkton, Moose Jaw, Estevan, Weyburn, Lloydminster and Regina. The 30-second radio commercial will be heard on CKRM Radio during the Saskatchewan Roughrider play–by –play broadcasts. The 30-second TV commercial will be telecast during supper-hours news on CTV Saskatchewan stations in Saskatoon, Yorkton, Prince Albert and Regina, starting around September 26 and running until early November. We’re also looking at placing our commercial during CTV’s Canada AM from September 26 through to November 7. Global TV in Saskatoon and Regina may also be utilized for TV commercial time. For something unique and eye-catching, we partnered with Superstore to install parking stall strips at each of their 7 Saskatchewan locations. In August, we placed a Twibbon campaign through social media, specifically on Twitter, inviting folks to get “Caught in motion” by showing off a photo of themselves being active in the summer and supporting the physical activity movement.
Advertising tactics planned for winter 2012 include print ads and a feature article placed with the Saskatchewan Weekly Newspaper Association, the radio commercial scheduled on Missinippi Broadcasting Corporation along with a contest or promotion, as well as ads on Facebook.
The outdoor billboards and TV commercials will return for placement in February and March of 2012.