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ParticipAction begins awareness campaign

Not-for-profit fitness organization ParticipAction broke a public awareness campaign yesterday aimed at parents. The campaign focuses on the consequences of children not being active. The television, radio and online ads were created by JWT. The ads use the tagline, "Inactive kids may get old before their time." The campaign will run until March 2008. "There has never been a more critical time for Canadians to get off their couches and get in motion," said Kelly Murumets, president and CEO of ParticipAction. "If we don't deal with this inactivity crisis, we could soon see a generation of children who have shorter life expectancies than ours. This would be an unprecedented and historical shift." Media for the organization is handled by MindShare. Its public relations are conducted by Hill & Knowlton.

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