ParticipACTION

Canadian kids were spending an alarming average of 7.5 hours a day in front of screens—replacing time spent running, playing, and being active outdoors. As a result, only 5% of kids were getting the required 60 minutes of daily exercise. To dramatize this impact to parents, we transformed screens into a physical presence, robbing children of their playtime.

🏆 Cannes Lions (3x Shortlist), ADCC (3x Silver, 1x Merit), Marketing Awards (2x Silver, 3x Bronze), Epica (3x Silver), New York Festivals, Graphis

The unexpected call-to-action got people talking. Our campaign generated over 41 million media impressions, with 7.1 million coming from Twitter alone. ParticipACTION's YouTube channel saw a remarkable +365% surge in traffic, with video views exceeding 2 million. Ad tracking revealed that 9 out of 10 Moms agreed the campaign highlighted screen time's impact on active play, motivating them to take action. Contrary to our campaign tagline, unique visits to ParticipACTION's website increased by +344%.

Agency: Zulu Alpha Kilo
Senior Art Director

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