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Since 1971, ParticipACTION has been helping Canadians move more where they live, learn, work and play, the brand has rolled out its latest campaign - Watch & Move.
ParticipACTION has launched its new campaign, part of the brand platform called “Let’s Make Room to Move,” which encourages Canadians to incorporate movement and activity into their daily lives. has launched its new campaign, part of the brand platform called “Let’s Make Room to Move,” which encourages Canadians to incorporate movement and activity into their daily lives.
“Watch & Move” is an innovative campaign designed to transform screen time into an opportunity for physical activity. By leveraging familiar TV shows and online content, the initiative gamifies viewing experiences by integrating movement prompts linked to common tropes, catchphrases, and actions found in popular media. This approach encourages Canadians to engage in physical activity while enjoying their favorite shows, turning sedentary time into a more active and healthier experience.
The campaign features a series of contextually placed short videos that encourage Canadians to make room to move while watching their favourite shows and content. Helping Canadians get active within their already established habits rather than asking them to stop.
A key element of the campaign was paid media to drive reach and engagement to encourage Canadians to Watch & Move as they consume their favourite and highly valued premium content.
Jill McDonald, President of M&K Media says, “We are thrilled to see this come to life and bring Watch & Move to audiences all over Canada. From a media planning and buying perspective, this campaign is unique and highly customized due to the contextual nature of the buy. Each placement has been hand-picked to contextually aligned to the moment in time and content the viewer is consuming. M&K was very strategic in placement and vendor partner selection to ensure we show up in highly premium streaming and linear environments the include content like comedy, drama, reality, live sport, appointment linear viewing and more.”
The campaign is running on video channels including Linear TV, Streaming platforms, social and other video placements.
Photo Gallery:
Who's behind the Watch & Move campaign?
- Agencies - M&K Media
- Brand - ParticipACTION
(click on the link to view the agency's Vendor Directory listing)
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