Sex Better

Non-profit ParticipACTION exists to get Canadians to sit less and move more. Studies show 83% of the nation believes physical inactivity is a more serious issue than alcohol and tobacco, yet 8 in 10 adults donu2019t meet minimum activity requirements for health. And most health advocacy communications promoted simple tips to keep active, but 41% of Canadians would rather be doing something else.<br> <br>ParticipACTION launched 'Everything gets better when you get active', a platform that would reframe activity as the way to reach all the priorities and goals they seek in life and provide an opportunity to get personal and remind Canadians about these surprising benefits of physical activity.<br> <br>And with Valentine's Day approaching, ParticipACTION had the opportunity to use a national holiday that celebrates intimacy to deliver a message to a targeted, receptive audience on how even sex can get better with physical activity.<br> <br>The radio executions showcase the sounds of a physical activity like a squash game or Taekwondo match. At first the sounds are implied to be sexually suggestive before it's revealed that they were actually just the sounds of a sports game. The spots are signed off with 'Everything gets better when you get active.'