Far too many children in Canada are not active enough today. And when it comes to organized activities, how much you get to play is often limited by how much you can afford. Manifest was retained to develop a national, multi-media campaign to launch Canadian Tire JumpStart – a community-based charitable program that helps kids in financial need participate in organized sports and recreational activities like hockey, soccer and swimming.
We created a campaign that linked Canadian Tire’s the company’s long-standing advertising tradition of celebrating “firsts” (such as first skates, first bikes) with the amazing experience of putting on your first uniform. The campaign showcased the fun and joy that children experience when they try a new sport or activity. To support the new JumpStart program, we also created a signature fundraising event called The Great Skate – a national skating celebration in more than 220 communities across the country.
What did we change? The campaign exceeded awareness objectives for Canadian Tire JumpStart. It was able to leverage Canadian Tire’s media clout in order to secure 3 : 1 bonusing for the charitable endeavour. In addition, Canadian Tire generated exceptional participation rates in The Great Skate with more than 50,000 Canadians taking part in the cross-country event. JumpStart continues to be the cornerstone of Canadian Tire’s commitment to kids’ physical activity and has positioned the company as a leading corporate citizen in this country.