ParticipACTION goes active
With a goal of getting people to move more, ParticipACTION wanted to educate Canadians about how active we should all be – and the real definition of “active” vs. “sedentary.” Together with the Canadian Society for Exercise Physiology, H+K launched two sets of guidelines The first were around how much physical activity we require. The second focused on limits on sedentary time for children. Our strategy focused on advance, embargoed briefings for top-tier media. The sign of success? More than 100 million media impressions were generated from these announcements. The initial outreach to drive awareness of the guidelines was PR, and therefore a main factor in driving people to view the guidelines on the Canadian Society for Exercise Physiology’s website, where traffic spiked from zero to a sustained average of 22,500 page views per month after launch.
