$5M to bring back ParticipACTION exercise program

Last Updated: Monday, February 19, 2007 | 4:00 PM ET

CBC News

The federal government pledged $5 million over two years Monday to renew ParticipACTION, the federal fitness-awareness campaign.

Starting in the early 1970s, the non-profit agency encouraged Canadians to get fit. The program included a series of television ads that encouraged people of all ages to "keep fit and have fun."

The program ran for three decades, until its funding was cut in 2001.

The federal government decided to renew ParticipACTION to help Canadians develop healthier lifestyles, said Secretary of State for Sport Helena Guergis. The focus is on kids 12 and younger, and groups at high risk, such as seniors, aboriginals and people with disabilities. 

The renewal of ParticiPACTION and a new website, www.HealthyCanadians.ca, were announced by Guergis, Health Minister Tony Clement and Public Works Minister Michael Fortier in Toronto and Montreal on Monday.

"We all remember the ads … and so that's the kind of thing we want to see happen again," Clement said.

"What we're going to do is actually modernize ParticipAction. There were a number of things that obviously worked well in the past that can be continued, but we're also in 2007, and what the board has really promoted is the idea that there are some things … that perhaps are [more] relevant to today."

Strong brand

A study completed about two years ago suggested that three-quarters of adult Canadians had a positive image of ParticipAction, said chair Charles Pielsticker.

"We have talked with many different organizations in the corporate sector and many governments as well, and the interest in participating and using the brand and logo is phenomenal."

The website is billed as a one-stop shop to provide Canadians with information on health and lifestyle issues, such as the Canada Food Guide and physical activity programs.

According to Statistics Canada, 36 per cent of Canadians are overweight, and of those, 23 per cent are considered obese.

Among kids 17 and younger, 26 per cent are overweight and eight per cent are obese.

The federal government has also introduced a fitness tax credit for children participating in sports.

The funding for ParticipACTION includes $1.4 million in startup capital and $3.6 million in its second year.