ParticipACTION is a national non-profit organization, launched in 1971 by the Canadian government to promote physical fitness and battle exorbitant health care costs. Well-known for their PSAs, a 1973 commercial compared the health of a 30-year-old Canadian to a 60-year-old Swede, starting a national discussion on the state of physical education in Canada.

Forty-five years later, the current campaign uses out-of-home media to tap into health matters virtually every culture in the world deems taboo to share in public: bodily functions and emotional vulnerability.

The benefits most people associate with physical activity are weight loss and body image. But the actual benefits of physical activity are so much more: emotional, relationship and body productivity benefits. The work reframed the deeply set associations related to physical activity, helping Canadians see how their life gets better when they put activity at the foundation – that “Everything gets better when you get active.”