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KidSport BC kicks off a $3 million public service campaign today with three television ads, eight radio spots and online ads by DDB’s Vancouver office.
KidSport raises money to help financially disadvantaged kids six to 18 participate in sports.
The campaign targets potential donors to raise awareness of the importance of sport in children’s lives and how it can help them achieve success as adults, said Neil Shapiro, a copywriter with DDB.
“We went for something entertaining and a little bit funny,” he said. “But it underscores the truth that playing sports when you are younger has major repercussions whether it’s physically or with social skills, team work, discipline, or any number of skills that you employ later in life.”
In “slam dunk” two men come out of a business meeting. “Nice one, total dunk slam,” says one. “What?” asks the other man, clearly confused. “The presentation. You totally dunk slammed it. I set you up, you scored the shot. It was awesome.”
The ad finishes in an awkward moment as one of the men tries to high five the other and it ends in a clumsy handshake. In a second TV spot, a man is swimming laps when he gets a cramp and screams for help. The only person nearby is sitting on the side reading a book. He tries to throw a life preserver into the pool, but his attempt falls woefully short. The tag line is “Sport skills are life skills. Help us make sure no kids go without them.”
Radio ads follow along the same creative insight with various scenarios demonstrating how focus, hand and eye coordination, teamwork and ambition are all improved by participating in childhood sports.
It is the first campaign for KidSport, which has 37 chapters around the province.
“Many of us grew up playing sports,” said Bart Given, marketing and communications director for KidSport, in a news release. “Whether we were involved recreationally or competitively it was part of our childhood. The challenging and rewarding experiences we had through our participation were formative in developing who we are today.
“Sadly, not all children have these same experiences—not because they don’t want to, but because they don’t have the financial means to take part. We believe there should be no financial barriers preventing children from fully experiencing the benefits of sport.”
The British Columbia Association of Broadcasters annual Humanitarian Award funded the campaign.
