The Early Years: TV, Radio and Print Media
Campaign: The Early Years – Television, Radio,
Dates: 1972 –1979
Description: A wide variety of messages were used
to make Canadians Aware of their lack of fitness, Educate as to
how to “get started”, and Introduce ParticipACTION.
Funding: Health Canada core funds.
During its first decade, ParticipACTION produced a wide variety
of media messages. The objective was to create Awareness (of the
inactive and unfit nature of Canadians, the health implications,
plus the purpose of this new ParticipACTION organization), and to
Educate Canadians (on how to get started, plus how much and what
kind of activity would be beneficial).
use of humour in many of the media messages, especially in the early
years, proved to be a powerful strategy. It served to attract the
attention of Canadians, without “turning them off”.
It also appealed to media supporters, resulting in increased exposure
for the messages.
the many television ads, the “60 Year Old Swede and 30 Year
Old Canadian” clearly had the greatest impact. Exposed in
1973 only, the message was picked-up and repeated numerous times
in the popular media for many years.
Radio during this first decade offered a new message every month!
The brilliant use of humor (all produced by George Morris and Stephen
Kroll of Listen! Audio Productions) guaranteed extensive play on
numerous stations and attracted considerable public attention.