Tennis Canada PSA encourages kids to ‘Find their Moment’

Grassroots effort promotes the sport as safe and accessible for kids under 12

Brenda Bouw May 10, 2016

Tennis Canada is aiming to get more kids on the court in a new campaign called “Find their Moment.”

The campaign, launched this week on TV and print across Canada in both English and French, highlights tennis as a relatively cheap, safe and accessible sport for kids under 12, its target audience.

“With Find their Moment we are hoping to show parents the positive impact tennis can have on their children in all aspects of their lives, and at the same time show kids how much fun they can have playing tennis with their friends,” said Tennis Canada president and CEO Kelly Murumets, in a release. “We hope more and more children across the country will be introduced to our wonderful sport and join the burgeoning Canadian tennis community.”

Tennis Canada said its sport is one of the fastest growing in the country, backed by research showing that 57% of Canadians “showed an interest” in tennis last year, due in part to the success of Canadian professional players such as Milos Raonic and Eugenie Bouchard.

Canada also has the second-highest new player rate in the world at 17.9%, Tennis Canada said, adding that play among children under 12 is on the rise. About a quarter of parents choose tennis for their kids because it’s considered a safe sport.

The Find their Moment campaign, created with its agency Revolution, includes a 30-second public service advertisement showing happy kids connecting outside and hanging out on the tennis court.

Tennis Canada said the campaign would appear in print, online and on both major and specialty broadcasters for six weeks, just as tennis season gets into full swing.

This campaign comes a year after Tennis Canada celebrated its 125th anniversary with a rebranding exercise that included new logo, website and the “Live the Moment” campaign.

The newest campaign “speaks to parents who want to give their children a lifelong sport and virtues that will support them through the highs and lows of life,” said Revolution partner Marcus Wiseman, in a release.

“Tennis in Canada is exploding at the professional level, but also at the grassroots thanks to programs such as Kids Tennis for younger children and a growing number of camps, coaches and facilities.”