The ParticipACTION “Make Room for Play” campaign consists of three television spots – “Playground”, “Basketball” and “Road Hockey”. In all three spots we portray how children’s screen time is literally taking away their playtime. To support the message further, instead of leading people to a website to find out more, we cheekily discourage viewers to do so with “Don’t go to our website”.

ParticipACTION is a Canadian government non-profit organization promoting healthy living through fitness and active lifestyles. In Canada, they are well known for advertisements in the form of public service announcements on television. In recent years, their research has shown that children are spending less time playing and being active. Canadian kids are spending an alarming average of 7 hours and 48 minutes a day in front of television, video games and computer screens. Knowing screens were the culprit we set out to produce a TV campaign to raise awareness of this issue.