Government of Alberta begins Create A Movement campaign
The Government of Alberta has begun a new public education campaign in that province called "Create A Movement." The campaign, developed by MacLaren McCann Calgary, encourages young people and parents to eat healthier foods and increase their level of physical activity. The $2 million initiative includes television, radio, transit, print and cinema advertising. One 30-second TV commercial depicts a girl running away from giant pieces of fast food. Another shows a boy watching TV on the sofa, ignoring the giant pieces of sports equipment that ring his doorbell. One ad aimed at parents depicts a young girl being diagnosed by a doctor with high blood pressure, high cholesterol and possible diabetes. The two print ads depict monsters made out of fast food and video games, accompanied by the tagline, "The truth is scary." A website has been constructed at <http://www.createamovement.ca> to provide more information. "A good portion of our audience are teens or younger, so we had to get their attention in unique ways without seeming preachy," said Mike Meadus, creative director of the agency. "At the same time, we needed to startle parents somewhat in order to encourage them to rethink their kids' activity level and also what goes in the shopping cart at the grocery store."