Less scrolling. More strolling. Fill the holes in your day with physical activity. That is the messaging of ParticipAction’s new brand platform, “Let’s Make Room to Move,” which features a TV spot encouraging Canadians to remove the barriers to physical activity and make room to move.

In the non-profit’s Jan. 7 launch spot, a larger-than-life hole serves as a metaphor for the free time Canadians create in their day. The film focuses on a procession of people, all dressed in athletic attire, marching through the countryside with curious objects – a man pushes a giant boulder made of screens uphill and another labours forward while entangled in video gaming equipment. As the procession approaches the hole, they throw their barriers into the void, reflecting the cathartic feeling of letting go of the things holding you back from living your most active and healthy life.

Rebecca Jones, senior director of marketing and communications for ParticipAction, tells strategy that “only 49% of adults in Canada meet the recommended activity guidelines. The barriers to being active are vast – both personal and societal – amid a modern life that does not prioritize movement. The ‘Let’s Make Room to Move’ platform underscores that being active is both an individual and collective responsibility. It calls for a cultural shift where physical activity becomes a shared priority, and everyone plays a role in making it easier for all Canadians to move.”

Jones says the primary audience is the “mobilizers,” those who already support or are potential advocates for physical activity. “These individuals have the power to drive change in their communities and help eliminate obstacles to physical activity,” she adds. “The campaign also focuses on the ‘movers,’ those who are just starting their journey but face challenges in making physical activity a consistent habit.”

The campaign was conceived by longtime agency partner Zulu Alpha Kilo, with M&K on media. Shot by director Nick Roney, the film was co-produced by Spy Films and ProdCo. Post production was handled by Nimiopere, Alter Ego and Boombox Sound.

The national campaign includes Connected TV and linear broadcast spots, with placements on YouTube and Meta and in cinema. The national campaign will run until March 2025.

The latest spot is a continuation of ParticipAction’s “Watch And Move” campaign, which was released in October.