A new PSA campaign is being launched today by KidSport BC to help raise awareness of the importance of sport in children’s lives. Developed by DDB Canada’s Vancouver office, the campaign includes three TV spots and eight radio spots that will hit airwaves on July 27th. The new campaign is the recipient of the 2009 Humanitarian Award for the British Columbia Association of Broadcasters and received $3-million of gifted media placement.
Additional creative work is planned to be in market later this year.
“Many of us grew up playing sports. Whether we were involved recreationally or competitively it was part of our childhood. The challenging and rewarding experiences we had through our participation were formative in developing who we are today,” says Bart Given, director, KidSport™ Marketing & Communications. “Sadly, not all children have these same experiences – not because they don’t want to, but rather because they don’t have the financial means to take part. We believe there should be no financial barriers preventing children from fully experiencing the benefits of sport.”
“With the upcoming Vancouver 2010 Olympic and Paralympic Winter Games sport is top-of-mind with many British Columbians and headlining many media channels. What better time to promote the message that sport should be inclusive to everyone, even those who cannot afford to register,” says Cosmo Campbell, creative director, DDB Canada, Vancouver.
One of the eight radio spots: