True Sport begins Ride Home campaign
True Sport, an organization that promotes the benefits of childhood participation in sports, has begun a new campaign called "The Ride Home." According to the organization, the campaign is an attempt to change the way parents talk with their children about sports by focusing on the fun of playing. The online video creative, developed by John St. of Toronto, depicts a ride home after a practice. The initiative also includes a website at <http://www.theridehome.ca>.
"It’s an experience every parent can relate to, no matter what sport their kid plays," said Angus Tucker, executive creative director at John St. "It's when the parent and child are alone together right after the game. Emotions can be high and it's during the ride home when a parent can have a really positive or really negative effect on a child's perspective on the sport they play."