Concerned Children’s Advertisers Looking for Participants for Kids Program

We Need YOU!

WHY? ...to help us make a difference in the health of our kids

• Only 9% of boys and 4% of girls meet the daily requirements of 60 min. of
physical activity every day. (Canadian Health Measures Survey)
• 6% of children and youth are overweight or obese. (Active Healthy Kids Canada,
2009 and 2010 Report Cards)
• Only 5% of adolescent girls are meeting Canadian physical activity guidelines
(Physical activity of Canadian children and youth: Accelerometer results from
the 2007 to 2009 Canadian Health Measures Survey)
• Children and youth spend 62% of their waking hours being sedentary

WHAT? A ground‐breaking initiative that has the potential to empower kids to improve their
health and those around them. The CCA Living Experience.

HOW? Children aged 10‐11 will be involved in a “Living Experience” to track their physical
activity levels as they engage in a ‘state of the art’ program that motivates them to take
on new physical and health challenges as part of an interactive, on‐line experience.

Court proceedings

Drugs and weapons bust in Stanley Mission, results in two year sentence

12h ago

health care

La Loche recipient of new portable blood analyzer, printer kit

14h ago

Crime

Dangerous driving report at Red Wing, leads to arrest of man with gun

17h ago

Through an innovative motion‐sensor tool, called a ‘fit‐bit’ participants will track the
progress of their personal ‘Avatar’ as they travel throughout the engaging on‐line site.

WHO? Current research tells us that children begin changing their physical activity habits as
they encounter the challenges of adolescence.

Therefore, we need to reach them with important messages about their health and well‐being before this period. With this in mind, the target age for this “Living Experience” is ages 10‐11, with a particular focus on students at the grade 5 level.

SELECTION CRITERIA:
In order to truly represent children in Canada, we are looking for 25 children in each of
10 communities across Canada. It is our hope to have representation from the following:
• Boys and girls aged 10‐11
• Rural/ urban settings
• School‐based, community based
• Cultural, socio‐economic blend
• Geographical communities across the country

TIME LINE: Confirm 10 sites across Canada – June and July 2011
Enlist volunteer leaders in all 10 sites – July and August 2011‐06‐29
Recruit 25 participants/site – July, August * most critical role of volunteers
Training session with volunteers and CCA representatives – September 2011
All participants confirmed and parents informed – September 2011
Initial meeting with participants and parents – October 3, 2011
Official launch meeting – October 17, 2011
Final meeting with participants – December 16, 2011
WHAT IS YOUR ROLE?
As ‘Champions’ for this important project, we would need you to agree to the following terms:
• A total of about 6 hours (maximum) involved in the following:
o Participating in a 30‐60 min. training session (either conference or faceto‐
face) that will outline everything you need to know.
o Setting up an initial meeting with the 25 recruits and their parent/ caregivers
to introduce the project, distribute and collect the
waivers/contracts and pass out the fit‐bits.
o A second meeting (or telephone conversation with each participant and
care‐giver) two weeks after the distribution of the fit‐bits, where you
will guide them to the on‐line site and explain how they log in and play
the game. (Each participant will also be provided with step‐by‐step
instructions in their kits provided by CCA.)
o A final celebration ‘get together’, for participants and care‐givers to
collect the fit‐bits and share feedback.

BENEFITS FOR YOU AND YOUR ORGANIZATION:
We know that you are already engaged with children and families in your community. We also know
that you are incredibly busy with your good work. It is your good reputation and expertise that has led
us to you. Quite simply, this project could not be successful without your participation, commitment and follow through.

The primary benefit will hopefully be to see the children and their parents improve their fitness levels
and their health attitudes as they participate in the Living Experience.

In appreciation for your time and interest, each ‘Champion’ will receive the following:
• A framed recognition plaque or certificate to be posted in your school, club, or
community organization.
• An opportunity to connect with your local media and tell your story about the
experience and your organization’s role in the experience.
• Credit in any articles, magazines interviews or other public relations events that
result from the experiment.
**Some ‘Champions’ may also be asked to be part of a documentary that highlights
the Living Experience and the process that was involved in the recruitment and
follow‐up of the child participants.

Thank you for helping us to reach and teach our Canadian young people with important messages about their health today and in the future!