ParticipAction Campaign Targets Youth

By: Bianca Bartz - Published: Nov 3, 2007 • References: participaction & canada
Viral ads seem to be the best way to capture the attention of the demographic deemed the "MySpace generation," which is why ParticipAction, a Canadian non-profit organization, feels a new series of viral online clips could be effective in conquering the rising obesity epidemic among younger generations.

"Toronto agency JWT includes a Web site, seven new television commercials and five viral online ads," the Financial Post said.

The ads will launch this November and will "take people back to the '70s and remind Canadians how to play again," Kelly Murumets, the president of ParticipAction, said, revealing one ad will teach kids the basics of throwing a ball.

"ParticipAction's campaign comes at a critical time. More than half of Canadians are physically inactive and almost half are considered overweight," the Post said.

"Childhood obesity rates have soared in the past 30 years to 30% from 5%, and children are now spending twice as much time in front of television, computer and video-game screens than they do engaged in physical activity."

The tagline being used for the campaign is, "Inactive kids may get old before their time."

Check out the clips. Stats for Viral Ads Against Obesity Trending: Older & Average
Research: 4,210 clicks in 447 w
Interest: > 3 minutes
Concept: Viral Ads Against Obesity
Related: 57 examples / 44 photos
Segment: Neutral, 4-35
Comparison Set: 21 similar articles, including: electric delivery fleets, athletic taco giveaway campagins, and ventilated performance sandal shoes.