Agency Dare Vancouver is helping B2ten and Canadian Sport for Life in their mission to change the way we teach sports to our kids. A new spot launched in conjunction with CBC’s ‘Run Run Revolution’ begins a conversation with coaches and parents, letting them know the shocking state of our kids’ health.
Directed by Blacklist‘s Cisma for agency Dare, the spot features children creating a live infographic to bring some sobering statistics to life. In the opening shot, for instance, all the kids are lying down in a circle, creating a pie graph. A child’s voice then tells us only 10% of kids are getting enough daily exercise.
“The spot humanizes infographics utilizing children in different positions to create data visualization; bar graphs, plot, diagrams, pie-chart, iconic symbols and even typography,” says Cisma. “We wanted to communicate the importance of data in an interesting, tangible and personal way.”
The sobering stats continue, all brought to life by active kids, as the music track ‘Generator (First Floor)’ by the Freelance Whales builds the somber mood.
But it’s not all bad news. The commercial takes a positive spin at the end, encouraging parents and coaches to get involved at activeforlife.ca, also developed by Dare Vancouver.
On the site, parents and coaches can discover how to make sport more fun, less intense and more focused on skill development, so kids will stay in sports and be active for life.
“We want to get the attention of parents and coaches, and help them understand that by making small changes to how we teach sport, we can make a massive difference to the quality of life our children will enjoy. This goes way beyond sport; it’s about confidence, happiness and having a healthy life. It all starts with proper skill development.” said Jonathon Longworth, VP, Client Integration with Dare.
Effie UK and Ipsos Report Concludes Marketing Industry Should Do Its Part To Heal Societal Divisions
Society has never been more divided, according to a new report Healing the Divide in which Effie UK and brand and advertising experts from Ipsos explored brands’ role in shaping society and healing societal divisions.
The report details how instability, inflation, and COVID recovery —the convergence of multiple interconnected crises around the world that coincide with and amplify each other, causing hard to resolve systemic challenges, have become the norm over the past few years. As a result, the use of division as a weapon is now a major theme in today’s culture and politics, and sadly 47% of the UK and 49% of the US agree with the statement that “Within my lifetime, society in my country will break down,” according to Ipsos Global Trends 2024.
While some brands have tried to respond to this, the report finds responsible marketing is now threatened by weaponized division. It points to the World Federation of Advertisers’ decision to shut down the Global Alliance for Responsible Media following an antitrust lawsuit filed by Elon Musk’s X, combined with DEI rollbacks, as significant setbacks.
The report says these setbacks underline the importance of marketing in solving collective problems, such as climate change, food security, and harmful online content. It also points to a need for marketers to take more interest in and more responsibility for healing divisions.
Research claims marketers are ideally placed to build and rebuild the antidote to division (trust, empathy, a sense of control, connection and collaboration). According to the Ipsos Veracity index of trusted professionals, society is becoming more trustworthy of advertising executives. Additionally, 57% of Britons agree that brands should communicate their... Read More