ECHO ADVERTISING GETS ACTIVE
By Adnews Staff
Health Canada and the Interprovincial Sport and Recreation Council has hired Toronto-based Echo Advertising to launch its national SummerActive program, which runs from May 11 to June 22. The SummerActive program is designed to get Canadians promote the health benefits of physical activity. Advertising support began on Friday with full-color mini-inserts in Sun Media publications. Print ads in Sun Media publications as well as radio public service announcements and magazine ads will follow. The campaign's creative is intended to be a call to action for Canadians to "Get Active." A Web site at <http://www.summeractive.canoe.ca> has also been created with SummerActive partner Canoe at which Canadians can win prizes when they register their physical activities online. Two national retail promotions in Footlocker and Drug Trading stores are also supporting the SummerActive program. Footlocker stores are promoting a $20 rebate for Canadians who trade in their running shoes for a new pair with POP materials. Drug Trading is running two-page ads in The Globe and Mail and in its Community Health magazine which is distributed in the 750 Drug Trading stores.