ParticipACTION A bold campaign to make physical activity a federal priority.
To elevate physical activity as a national priority, ParticipACTION launched the Change the Pace campaign targeting federal decision-makers ahead of Budget 2025. With a bold, visual-first strategy and a surround-sound media approach, the campaign cut through competing narratives like housing and immigration. It delivered over 4 million impressions across Ottawa, leveraging programmatic, social, and niche political channels to build awareness and urgency around the need for long-term sector funding.
The campaign’s creative emphasized empowerment and action, showcasing what a healthier, more active Canada could look like. Through high-impact placements—like digital out-of-home ads in downtown Ottawa and audio spots on political podcasts—ParticipACTION ensured its message reached key audiences at the right moments. The result was a compelling call to action that positioned physical activity as a smart, forward-looking investment for Canada’s future.
