ParticipAction’s new campaign seeks to remove one of the biggest barriers to physical activity – screen time – by encouraging Canadians to exercise while watching their favorite content. According to the nonprofit, only 49% of adults and 39% of children meet physical activity guidelines.

The “Watch and Move” campaign includes a series of short videos on Netflix, Roku, Pluto TV and Rogers Sports Media, encouraging viewers to watch a cue during comedy and drama shows, and then follow the move. The videos include phrases such as “everytime there is a tense moment, stretch your body” or when you “hear laughing or you laugh, do a dance.”

The work marks the debut of ParticipAction’s new brand platform, “Let’s make room to move,” and a strategic shift for the charity. Besides the benefits of physical activity highlighted in previous campaigns such as “Everything gets better when you get active,” the new platform now addresses the obstacles when it comes to staying active and emphasizes finding opportunities for movement.

“This campaign aims to dismantle these obstacles, by meeting people where they are and demonstrating how they can incorporate movement into their daily routines, even while watching TV. The tone is relatable, optimistic, energetic, and a little bit cheeky,” Rebecca Jones, senior director of marketing and communications at ParticipAction, tells strategy.

This approach underscores the importance of prioritizing physical activity and integrating it into people’s daily lives, which has been ParticipAction’s goal since its founding in 1971, says Jones.

This is the first time the brand has invested in this volume on video streaming channels. The nonprofit is looking to reach a segment of Canada’s adult population that wants to be active but hasn’t been able to make physical activity a habit. This is an important audience, says Jones, as it represents the greatest opportunity for impact given they are already on a physical health journey.

Zulu Alpha Kilo handled the creative strategy and execution, while M&K Media led the buy.