KidSport BC to release first campaign
KidSport BC of Vancouver will begin a public service announcement campaign on July 27 intended to raise awareness of the importance of sports in the lives of children. The campaign, developed by DDB Canada of Vancouver, consists of three 30-second television and eight 30-second radio commercials using the tagline, "Sport skills are life skills." The ads depict the interpersonal and social skills learned through sports that also apply to life in general. Additional creative will be released later in the year. KidSport is a funding program that provides grants for community-based sports aimed at children between the ages of six and 18. This is the organization's first ad campaign in British Columbia. "With the upcoming Vancouver 2010 Olympic and Paralympic Winter Games, sport is top-of-mind with many British Columbians and headlining many media channels," said Cosmo Campbell, creative director at DDB Vancouver. "What better time to promote the message that sport should be inclusive to everyone, even those who cannot afford to register?"