2015 Participaction Impact Report

ParticipACTION
Impact
Report
2015
Plays of the year — our latest achievements
as champions of physical activity and sport
participation in Canada.
ParticipACTION
Impact Report 2015
The field
of play
Physical activity can reduce the risk of cardiovascular
disease, type II diabetes, obesity, colon and breast cancer,
depression, dementia and fatigue and increase healthrelated quality of life, self-esteem, social interactions and
academic performance.1
If 10% of adults started sitting less and moving
more in 2015, we would reduce Canada’s healthcare costs by $2.6 billion and inject $7.5 billion
into our economy by the year 2040.2
10
%
Physical activity, playground
to podium, unites our country in
ways almost nothing but an
overtime goal can. 2015 is the
Year of Sport in Canada, celebrating
the power of sport and physical
activity to enhance the lives of all
Canadians. Even small increases in
physical activity can produce
measurable health benefits.
6,600
Plus, we’d save 6,600 lives by 2020 alone.2
lives
Unfortunately, only 9% of kids get the 60 minutes of
heart-pumping activity they need each day, and only 15%
of adults get the 150 minutes they need each week.3–5
At age 3-4 our kids spend an average of 7.5 hours
being sedentary.3 For 5-11-year-olds it’s 7.6 hours.3
For 12-17-year-olds it’s 9.3 hours.3 Canadian adults
are sedentary for 9.5 hours a day.4
Thankfully, it’s never too early or too late to get started.
ParticipACTION is proud
to recognize 2015 as the
Year of Sport in Canada, as
proclaimed by His Excellency
the Right Honourable
David Johnston, Governor
General of Canada.
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ParticipACTION
Impact Report 2015
Our track
record
We launched our new five-year strategic
plan in 2015, defining who we are and
what we do. We help Canadians sit less and
move more through engagement initiatives,
from those that build physical skills and
competencies, to those that provide on-theground opportunities to increase physical
activity at work, school or play. Through
our thought leadership, as an informed
opinion leader, we are the go-to source
in the Canadian field of physical activity and
sport participation. We do all of this with
the help of our powerful brand.
9 in 10 Canadians view ParticipACTION
as a trustworthy, credible source of
information6
90
%
ParticipACTION plays a unique
and significant leadership role in
championing the physical activity and
sport participation issue in this country.
With a 45-year history of physical
activity leadership, ParticipACTION
works with governments, corporations
and the sport, physical activity and
recreation sector to achieve our vision:
a Canada where physical activity
is a vital part of everyday life.
⁄10
9
9 in 10 adults recognize the
ParticipACTION brand6
93% of sector organizations
agree that ParticipACTION is
successful in advancing and
communicating knowledge
on the issues associated with
physical activity7
ParticipACTION is the
#1 physical activity brand
in Canada6
93
%
3
ParticipACTION
Impact Report 2015
Our
highlight
reel
Make Room for Play awards:
2 silver and 4 bronze at the 2015
Marketing Awards
Shortlisted for 3 Film Lions at the
2015 Cannes Lions International Festival
of Creativity
Make Room for Play
An award-winning national multimedia campaign that challenged
Canadian families to reduce screen time in favour of active playtime.
69% of moms took action to
get their kids more active after
seeing the videos6
85% of moms agreed
that limiting screen time
is important6
69 85
%
%
26% of moms are aware of the Canadian Physical Activity
Guidelines for Children, up from 12% in 20146
26
%
12
%
2014
2015
Finalist at 2015 New York Festivals
World’s Best Advertising
2015
Margot Lefebvre
@MargotAnneL
The best part of #TheBachelor so far was
that powerful @ParticipACTION commercial
#dontvisitourwebsite
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ParticipACTION
Impact Report 2015
“Straight forward and to
the point. What the public
needs.”
- Position Statement user
98% of users thought the
information was relevant and
easy to understand8
98
%
ParticipACTION
Report Card
The 2015 ParticipACTION Report Card
on Physical Activity for Children and Youth,
including a Position Statement on Active
Outdoor Play, reveals kids move more
and sit less when they play outside and
have freedom to roam unsupervised and
take risks.
CWF @CWF_FCF · Jun 16
yes, yes and yes! #RCTwitterParty
56
59 Tanya Koob @MountainMomYYC
Hug a tree, climb a tree, bike around the tree, or
swing from the tree. Just get outside and play.
#RCtwitterparty @activekidsclub
Canada’s Physical
Literacy Consensus
Statement
Through a broad consultation process,
we worked with sector leaders to create an
agreed-upon definition released in the
Vancouver Declaration on Physical Literacy.
9 in 10 consultees agree or strongly agree
with the definition9
300 million earned media
impressions and 1,000 news
stories, exceeding last year’s
impressions by 35%
300
million
80,287 impressions and 1,744 engagements on Twitter
in release week, plus 69,238 impressions and
2,486 engagements from the #RCTwitterparty
80,287
1,744
“Physical literacy is
the motivation, confidence,
physical competence,
knowledge and
understanding to value
and take responsibility for
engagement in physical
activities for life.”
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ParticipACTION
Impact Report 2015
2,069 events registered in 2014, with 271 community-wide events,
and 772,340 participants and spectators
2,069
RBC Sports
Day in Canada
A national celebration of the
power of sport to build community
and get Canadians moving,
with local sporting events in
communities from coast to
coast to coast.
98% of community
partners said their
events had large
community impacts10
28% of community
partners said the
program increased
registration in sport
and physical activities
offered10
58% of individuals
who participated in
Sports Day reported
an increase in intention
to be healthy10
98 28 58
%
%
%
RBC Learn to Play
To support the development of physical literacy in
children and youth across Canada, the program offers
grants funded by RBC and the Public Health Agency
of Canada and delivered by ParticipACTION with
support from Sport for Life.
Over $1.6 million in funding distributed – 29 Leadership
Grants (up to $25,000) and 110 Program Grants
(up to $10,000)
1.6
million
⁄10
7 in 10 sector organizations had aided awareness
of RBC Learn to Play in its first year7
7
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ParticipACTION
Impact Report 2015
Each program provides an
average of 2.7 hours of
physical activity each week
for an average of 17 weeks — across Canada, that’s
1,886,103 minutes of physical
activity programming
ParticipACTION
Teen Challenge
A national program sponsored by Coca-Cola
Canada that funds teens to work with their
local community organizations to get active in
ways that mean something to them.
5,080 community organizations registered,
812 new this year
1,886,103
93% of grant recipients
reported that their
program developed teens’
leadership skills11
93
ParticipACTION and GoodLife
Fitness joined forces to get
Canadians started on the path
to active, healthy lives just
in time for National Health &
Fitness Day.
61,868 new teen participants
this year
350
%
61,868
“We live in a small community and if not for Coca-Cola
and programs like these, our teens would not be
as active. Every time we offer an event is more time
that they are spending being active, and they also
become aware of the importance of physical activity.
Thanks for everything!”
– local registered organization
85% of participants said
the campaign inspired
their workplace to find ways
to be active12
Sneak it In Week
A national campaign to get Canadian adults
to break up sitting and “sneak in” 10-minute
activity breaks throughout their workdays.
ParticipACTION
Open House
at GoodLife
Fitness
85
%
Free ParticipACTION Open
House events at 350 clubs
across Canada on June 6
“We are proud to work
with ParticipACTION,
as the leaders in
physical activity in
Canada, toward
a common goal of
giving Canadians
the opportunity to live
healthier lives.”
– David ‘Patch’ Patchell-Evans,
Founder & CEO of
GoodLife Fitness
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ParticipACTION
Bring Back Play
Funmobile
B.C.-based touring play program with Healthy
Families B.C. that encourages school-aged
kids to get active through play and games.
Since 2012, the Funmobile has distributed
over 36,000 active giveaway items for kids
and over 58,000 informational resources
for caregivers
Impact Report 2015
55 tour stops over 40 days in 23 BC communities,
engaging 39,113 people
39,113
Now, it’s time to talk about
our fans. Online, we informed,
inspired and rallied hundreds
of thousands of Canadians
through our new blog,
Pep Talk, launched in May.
50,356 Facebook likes
50,356
27,755
27,755 average monthly website visits
20,361 Twitter followers
20,361
“Really liked the fun attainable ideas presented
in this article. I fall into the category of people
that shy away from competitive sports so I look
forward to trying out these cooperative activities
to get us all on a more active path.”
– blog reader
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ParticipACTION
Our
Game
Plan
Impact Report 2015
Since the 1970s, ParticipACTION has been
known for fun and friendly public-service
campaigns that raise awareness about the
need to move more. From 2015-2020,
we are moving from raising awareness to
enabling and measuring behaviour change.
And the behaviours we are focused on
changing are not just movement behaviours,
but sedentary behaviours. Our main goal
is to contribute to 10% of Canadians
sitting less and moving more by 2020.
As Canada’s premier physical
activity brand, ParticipACTION
helps Canadians sit less and
move more through innovative
engagement initiatives and
thought leadership.
We will expand our reach to include inactive Canadians of all ages who
want help getting started. In children and youth, we will focus on
building competency and providing opportunities to be active, so kids
can gather the skills and confidence required to be active for life. And in
adults — who are our children’s most important role models — we will
focus on helping the generally inactive move from no activity, or very
little activity, to something more.
ParticipACTION alone will not solve the inactivity problem. But we
will always be part of the solution. Eventually, being active will just be
part of what it means to be Canadian.
Core
Values
Passion
Empowerment
Innovation
Excellence
Collaboration
Fun
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ParticipACTION
Impact Report 2015
Our
roster
We couldn’t be prouder of our
winning team that includes our
staff, Board of Directors, Advisory
Groups and over 5,000 sector
organization partners. We are also
grateful to our many sponsors
and funders.
Government Funders
Donors
Interprovincial
Sport and
Recreation Council
An agency of the Government of Ontario.
Un organisme du gouvernement de l’Ontario.
Corporate Partners
Strategic Partners
IA Clarington
Investments
Agency Partners
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ParticipACTION
Impact Report 2015
Sources
1.Warburton DE, Charlesworth S, Ivey A,
Nettlefold L, Bredin SS. A systematic
review of the evidence for Canada’s
Physical Activity Guidelines for Adults.
Int J Behav Nutr Phys Act. 2010;7:39.
6.Information from our Make Room for
Play campaign assessment survey by
Vision Critical. April 2015. (Canadian
adults, n=767, moms with children aged
5-11 years, n=809)
2.Conference Board of Canada.
Moving Ahead: The Economic Impact
of Reducing Physical Inactivity and
Sedentary Behaviour. 2014
7.Information from the ParticipACTION
Network survey. April 2015. (n=614)
3.Colley RC, Garriguet D, Janssen I,
Craig CL, Clarke J, Tremblay MS.
Physical activity of Canadian adults:
accelerometer results from the 2007
to 2009 Canadian Health Measures
Survey. Health Rep. 2011;22(1):7-14.
4.Colley RC, Garriguet D, Janssen I, Craig
CL, Clarke J, Tremblay MS. Physical
activity of Canadian children and youth:
Accelerometer results from the 2007
to 2009 Canadian Health Measures
Survey. Health Rep. 2011;22(1):15-23.
5.ParticipACTION. The Biggest Risk
Is Keeping Our Kids Indoors.
The 2015 Report Card on Physical
Activity for Children and Youth.
Toronto, Ontario; 2015.
8.Information from ParticipACTION
Report Card pop-up survey.
Interim results, July 2015. (n=248)
9.Information from the Consensus
Statement on Physical Literacy
stakeholder assessment survey.
April 2014. (n=1,374)
10.Information from the RBC Sports Day
in Canada survey by IMI International.
December 2014. (n=1,447)
11.Information from ParticipACTION
Teen Challenge grant recipient survey.
2014-2015. (n=339)
12.Information from ParticipACTION Sneak
it In Week participant survey. April 2014
(n= 198)* Most current data available.
Where to find us:
www.twitter.com/
participaction
www.facebook.com/
participaction
https://instagram.com/
participaction/
www.linkedin.com/
company/participaction
www.participaction.com
Address: 77 Bloor Street West, Suite 1205, Toronto, ON M5A 1M2 416.913.1511
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