"Pause to Play"

In various cities across the province, the McGuinty government is encouraging children to stay physically active with the launch of a campaign that promotes regular sport and recreation in their daily lives.

"This government recognizes the importance of encouraging Ontarians to become healthier, happier and more productive through regular physical activity and sport participation," said Minister of Tourism and Recreation Jim Bradley. "Under the ACTIVE2010 strategy and the pause to PLAY campaign, the goal is to increase participation in sport and physical activity rate so that by the year 2010, 55 per cent of Ontarians are physically active."

Pause to PLAY appeals to 10-14 year olds using a mix of advertising to showcase popular sports (hockey, volleyball, snowboarding, biking), encouraging youth to "pause" their video games and computers, give the TV the afternoon off and instead go outside to play and get active. Approximately 30 per cent of Canadian children are considered overweight or obese, and only 54 per cent of school age children (5-14) participate in sport.

The campaign includes a website, www.pausetoplay.ca; transit ads, Internet banners; in-store posters, magazine ads and movie house ads.

Make sure you visit the volleyball page!