ONTARIO GOVERNMENT BEGINS PAUSE TO PLAY CAMPAIGN
By Adnews Staff
The Government of Ontario began a campaign called "Pause to Play" this week that is intended to encourage children to stay physically active. The campaign, aimed at 10-14 year-olds, consists of a Web site at <http://www.pausetoplay.ca>, transit ads, Web banners, in-store posters, magazine ads and theatre advertising. The creative depicts several popular sports including hockey, volleyball, snowboarding and biking. The "Pause to Play" tagline refers to the ads' message that viewers should pause their video games and get some exercise. "The goal is to increase participation in sport and physical activity rate so that by the year 2010, 55% of Ontarians are physically active," said Jim Bradley, Minister of Tourism and Recreation. According to the government, approximately 30% of Canadian children are overweight, while 54% of children aged 5-14 participate in sports. The initiative began on Monday in Toronto, Ottawa, St. Catharines/Niagra, London, Sudbury and Timmins. It will run until March 31, 2005.