KidSport(TM) BC

KidSport(TM) BC

July 22, 2009 15:00 ET

KidSport™ BC: Humorous PSAs Show "Sports Skills Are Life Skills"

KidSport BC's new campaign raises awareness of the importance of sport in children's lives

RICHMOND, BRITISH COLUMBIA--(Marketwire - July 22, 2009) - Participating in sport makes a difference. A new public service announcement (PSA) campaign being launched today by KidSport™ BC helps raise awareness of the importance of sport in a child's development and how it can help them achieve success throughout their lives.

"Many of us grew up playing sports. Whether we were involved recreationally or competitively it was part of our childhood. The challenging and rewarding experiences we had through our participation were formative in developing who we are today," says Bart Given, Director, Marketing & Communications, KidSport™ BC. "Sadly, not all children have these same experiences - not because they don't want to, but rather because they don't have the financial means to take part. We believe there should be no financial barriers preventing children from fully experiencing the benefits of sport."

By generating a better level of awareness and understanding about the importance of sport in children's lives, KidSport™ BC hopes to connect with potential donors and entice support for the cause via donations and volunteer recruitment.

Developed by DDB Canada's Vancouver office, the PSAs include three 30-second TV spots and eight 30-second radio spots being rolled out across British Columbia on July 27th. The PSAs mark the first campaign by KidSport™ BC, a community based sport-funding program that provides grants for children to participate in a sport.

"With the upcoming Vancouver 2010 Olympic and Paralympic Winter Games sport is top-of-mind with many British Columbians and headlining many media channels. What better time to promote the message that sport should be inclusive to everyone, even those who cannot afford to register," says Cosmo Campbell, creative director, DDB Canada, Vancouver.

"Sports skills are life skills" is the focus of the campaign. Instead of only highlighting the positive impact sport has on one's physical health, humorous scenarios depict the interpersonal and social skills taught via sport and utilized in everyday life.

The new campaign was the recipient of the 2009 Humanitarian Award from the British Columbia Association of Broadcasters and received $3-million of gifted media placement.

The campaign was officially unveiled and brought to life at an event today where local members of the media put their life skills to the test in a unique competition to see who will be crowned the KidSport™ BC "life skills" champions.

About KidSport™ BC:

KidSport™ BC was established in 1993 by Sport BC. KidSport™ BC is a community based sport-funding program that provides grants for children ages 6 - 18 to participate in a sport season of their choice. There are now 27 community chapters in BC and 176 chapters across Canada. In 2007, KidSport™ raised more than $5 million, providing a season of sport to more than 47,000 Canadian children in 65 different sports. With the help from dedicated corporate partners, including the BCLC's - SportsFunder lottery program, KidSport™ BC works to fulfill its mission of eliminating the financial barriers to sport participation, 'So ALL Kids Can Play!'

About DDB Canada

DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" that believes creativity is the strongest business tool. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Canada (direct), Radar DDB (social media marketing) and DDB Echology (corporate social responsibility).

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