ParticipACTION encourages Canadians to get active to Poop, Sleep, Love Better in latest campaign

Ads, Creativity

ParticipACTION has just launched a new national campaign as part of a platform for Canadians to embrace that all the things in your life that improve when you get active. This is part of a long-term movement to help shift attitudes and perceptions beyond traditional benefits of physical activity, such as weight loss.

Approximately 87% of Canadians agree they need to be more physically active. But over half of Canadians say that the daily grind gets in the way. It seems many try to check off the boxes of daily life first, and then look to add activity.

We needed to flip the equation (…) We knew we had a chance to show Canadians that if they incorporated physical activity into their day, so many aspects of their life could improve.

Elio Antunes,

President and CEO ParticipACTION

In a recent ParticipACTION survey, Canadians ranked their energy level, quality of sleep and stress management as top aspects of their life they would want to improve if they had the chance. The new platform allows ParticipACTION to showcase to Canadians how physical activity can help them improve all aspects of their lives – from thinking, mood and relationships to sleeping, aging and even sex.

The national campaign includes digital and TV ads, billboards, transit shelters, social media content, and radio. Each TV spot opens up on a colorful scene with a person doing a physical activity such as swimming, dancing, judo and even hacky sack. The spots then go on to show those same people experiencing how physical activity has made an aspect of their life ‘Better’ – showcasing them either sleeping, unwinding in a bath, bonding with a partner over pottery making or enjoying their time in a bathroom stall. The campaign also features one surprising billboard with the words Poop Better spelled out in large type, with other headlines like Think Better, Love Better and Unwind Better to showcase the range of ‘Betters’ one can achieve with physical activity.

We wanted to bring a fresh approach to communication around physical activity to refresh the image and message of ParticipACTION. We had an opportunity to bring more meaning to the lives of Canadians by showing big, bold unexpected visuals rather than the traditional visuals usually shown in relation to being physically active

Zak Mroueh,

Zulu’s Chief Creative Officer and Founder

Messaging also includes science-based practical tips and information, with further initiatives including a digital engagement tool, and in the spring of 2019, a community challenge that will encourage Canadians to become more active together. The national campaign will run until March 2019 and was developed in partnership with Cossette Media.

ParticipACTION is a national non-profit organization that helps Canadians sit less and move more. Originally established in 1971, ParticipACTION works with its partners, which include sport, physical activity, recreation organizations, government and corporate sponsors, to make physical activity a vital part of everyday life. ParticipACTION is generously supported by the Government of Canada.


Client: ParticipACTION

Agency: Zulu Alpha Kilo

  • Chief Creative Officer: Zak Mroueh
  • Creative Directors: Catherine Allen, Ian Simpson (OOH, TV), Jon Webber (website)
  • Associate Creative Director: Marcelo Marianro (website)
  • Art Director: Manali Kulkarni (OOH, TV)
  • Writer: Dylan Verway (OOH,TV), Jon Webber (website), Monika Leck (website)
  • Design Director: Ryan Booth
  • Designer: Ryan Booth, Gala Tanaskovic, Array of Stars (AOS) (website), Kyle Winsor (website)
  • Clients: Rebecca Jones, Alison Carruthers, Shauna Pichosky, Phillip Hatcher
  • Agency Producer: Ola Stodulska, Kevin Corvetti, Teresa Bayley, Marko Stevelic
  • Account Team: Robyn Morrissey, Lauren Boultwood
  • Strategic Planner: Heather Segal
  • Director of Innovation: Sean Bell

Media Agency: Cossette

  • Media Agency Planner: Jenny Martin, Mary Lampasona, Urooj Fatima, Erica Goldfarb

Production House: Westside Studio

  • Director: Matt Barnes
  • Production House Producer: Scott Houghton (Executive Producer) / Adam McCloy (Line Producer)
  • Director of Photography: Barry Parrell
  • Casting Director: Shasta Lutz

Video Post Facility / Editing Company: Zulubot

  • Editor: Max Lawlor
  • Post FX Facility: Alter Ego
  • Animation: Ian Flaig
  • Colourist/Transfer: Conor Fisher
  • Producer: Katie Methot

Audio Post Facility/Music House: Cylinder Sound and Film

  • Audio Director: Chris Waugh
  • Producer: Chris Waugh & Brad Nelson
  • Engineer: Ryan Haslett
  • Casting: Rebecca Whitby
  • Studio Artist: Anna Harju, Brandon Dyson, Greg Heptinstall, Ashleigh O’Brien

Website Production House/Developer: Array of Stars (AOS)

Website Animation: Array of Stars (AOS)