ParticipAction Campaign Targets Youth
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.
"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.
Trend Themes
1. Viral Marketing Against Obesity - There is an opportunity to create viral ad campaigns that align with social causes related to obesity to deliver public health messages effectively using humor and nostalgia.
2. Gamification of Childhood Physical Activity - There is an opportunity to gamify children's physical activity to encourage play while promoting health, such as utilizing outdoor games and playtime.
3. Cause Marketing for Citizen-centered Health - There is an opportunity for non-profit organizations to create purposeful marketing campaigns in partnership with businesses to develop products that support child health measures and fight childhood obesity.
Industry Implications
1. Non-profit Organizations - Non-profits have an opportunity to partner with businesses to leverage marketing to promote healthier lifestyles among children and in return, diversify their sources of funding.
2. Healthcare - Healthcare providers have an opportunity to develop innovative telehealth strategies to monitor, diagnose, treat and prevent childhood obesity.
3. Food and Beverages - Food and beverage manufacturers have a responsibility to innovate with healthier options and engage with citizens to embed healthy eating practices in domestic and social settings.
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