Get Set for Life
Background
Get Set for Life is a national, bilingual, multi-media campaign
to support parents and caregivers in their efforts to ensure the
healthy development of Canada's youngest children. Health Canada
provided support to the Get Set for Life program from 1997 to 1999.
Campaign Description
As a national, bilingual, multi-media public awareness campaign, "Get
Set for Life" aimed to educate parents and caregivers about
the importance of the healthy development of children under age
six. Two core strategies of the "Get Set for Life" program
were to provide relevant and comprehensive information to parents
and caregivers, and to raise public awareness and interest about
the healthy development of Canada's children.
Summary Information
| Social Marketing Objectives |
To educate parents and caregivers about the importance of
the healthy development of children under age six |
| Target Audience(s) |
Parents and caregivers of children under age six |
| Tactics |
- A two-year series of animated messages featuring
the Zap family.
- Full colour magazine supplements in issues of Canadian
Living and Coup de Pouce.
- Community outreach through sponsorship and the
creation of community events across the country -- supported
by CBC celebrities.
- "Get Set for Life" materials were distributed
on grocery of pharmacy shelves, in book stores, at Bell Phone
centres, in Sunlight and Lipton
household products, at community events, at the Toronto and Vancouver
Parent Shows, and through 420,000 packages given to parents
of newborns in hospitals.
|
| Strategic Alliances |
Initial partners in the program were:
- CBC Television
- Invest in Kids Foundation
- Telemedia Publishing (Canadian Living magazine).
Bell Canada, Unilever Canada (Sunlight and Lipton products)
and Health Canada provided support to the program. |
| Timing |
- Animated TV messages were launched November 19,
1997 and ran twice daily during CBC children's programming
for two
years.
- The magazine supplement was distributed in April
1998
- The Get Set for Life program continues today through
a partnership between Kids' CBC, Invest in Kids and Canadian Living and Coup de pouce magazines
and is supported by the Lipton and Sunlight brands
|
| Contact |
For more information on this campaign please e-mail marketing@hc-sc.gc.ca. |
|
