Client:

Canadian Olympic Committee

The Challenge:

The Canadian Olympic Committee and several of the most prominent national multi-sport organizations in the country recently agreed to pool their resources, ideas, economic clout, power of membership and influence to answer a higher calling – the rightful place of sport in Canadian society.

The challenge given to Step 3 was to write a business plan to create an annual week-long celebration of sport. The preeminent goal is to make sport matter more to more Canadians more often. Given the undeniable trends towards childhood obesity and sedentary lifestyles (borne of the powerful appeal of video gaming and Web 2.0 social networking) there is a greater need than ever to promote sport as a way to improve physical health. The Founding Partners also understand that sport fosters an enhanced sense of community, national pride, and positive child development (through life skills derived from community sport) while simultaneously improving overall quality of life.

The Solution:

Step 3 has developed a business plan singularly focused on one strategy - to celebrate sport in Canada through an advertising and publicity campaign, national programs (designed to put substance to the celebration) and complementary community participation activities. The plan is designed to increase participation and encourage the investment of both human and financial capital in the infrastructure of the Canadian sport system.

With a targeted 2009/2010 launch date, Canada Sport Week is conceived to raise Canadian awareness through television vignettes, public relations, advertising partnerships and possibly via a major new potentially televised sport award show.

Public announcements will be made in the next several months.