YTV begins fitness campaign
By Adnews Staff
Specialty channel YTV, owned by Toronto-based Corus Entertainment, has begun a public service campaign intended to encourage children to be more physically active. The initiative makes use of a spokescharacter called Coach Callous, who is described by the company as "a 1970s-styled boot-camp gym teacher." During the campaign, commercials will air throughout the channel's schedule. The creative will depict Coach Callous looking for lazy people on streets, in schools and in houses. Characters from popular YTV programs will also appear in the ads. The YTV website will also host 30-second videos of exercise routines for children.
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