For the sixth straight year, the Canadian Football League has thrown its weight behind Making the Connection, a program designed to get football fans off the couch and improve their cardiovascular health.
The objective is to drive fans to cfl.ca/makingtheconnection for a personalized action plan and the chance to win a customized workout with a CFL football player and a personal trainer. A pair of winners will be chosen from each CFL market. There are also two trips for two to the 2008 Grey Cup in Montreal up for grabs. Each entrant is eligible to win a gym membership or personal home gym, said CFL communications manager Jamie Dykstra.
The campaign is geared towards men and women over the age of 30 who are looking to take steps towards improving their overall heart health. “This is obviously a campaign with a sport, health, lifestyle angle,” said Dykstra.
“Some athletes are under the impression that because they are fit they cannot possibly have any cardiovascular health issues,” Wally Buono, B.C. Lions coach and national spokesperson for the program, said in a release. “This is simply not true. Even athletes need to create a personal game plan to change their lifestyles and take charge of their heart health.”
Weber Shandwick for the CFL and JSA for Making the Connection are handling the public relations programs, while the CFL is handling advertising in-house.
