As more health officials warn of issues of obesity in Canada, ParticipAction may have a new calling in life.

The brand, possibly best known for its overly-earnest ’90s PSAs encouraging regular activity and healthy eating, has selected Zulu Alpha Kilo as its AOR to help it on its journey to keep Canadians healthy.

Originally launched in 1971, the brand relaunched in 2007 with a rebrand. Most recently, it worked with JWT on the account.

Zulu will handle all traditional, social and digital work, working alongside Montreal’s Tank for French creative, TrojanOne for experiential, Cossette for media and Hill+Knowlton for PR.

This is not a pro-bono client, says Mike Sutton, president of Zulu, and would be considered a mid-sized account at the agency.

Zulu began working with ParticipAction in spring of this year, and the first batch of creative is expected to hit the streets towards the end of 2014.

Image via Shutterstock.