Developed by DDB Canada's Vancouver office, the campaign includes three TV spots and eight radio spots being rolled out across British Columbia. The new campaign is the recipient of the 2009 Humanitarian Award for the British Columbia Association of Broadcasters - receiving $3-million of gifted media placement.

The PSAs mark the first campaign by KidSport BC, a community based sport-funding program that provides grants for children to participate in a sport. Additional creative work is planned to be in market later this year.

“Many of us grew up playing sports," says Bart Given, director, KidSport Marketing & Communications. "Whether we were involved recreationally or competitively, it was part of our childhood. The challenging and rewarding experiences we had through our participation were formative in developing who we are today. Sadly, not all children have these same experiences – not because they don’t want to, but rather because they don’t have the financial means to take part. We believe there should be no financial barriers preventing children from fully experiencing the benefits of sport.”

By generating a better level of awareness and understanding about the importance of sport in children’s lives, KidSport BC hopes to connect with potential donors and entice support for the cause via donations and volunteer recruitment.

“With the upcoming Vancouver 2010 Olympic and Paralympic Winter Games sport is top-of-mind with many British Columbians and headlining many media channels. What better time to promote the message that sport should be inclusive to everyone, even those who cannot afford to register,” says Cosmo Campbell, creative director, DDB Canada, Vancouver.

“Sports skills are life skills” is the focus of the campaign. Instead of only highlighting the positive impact sport has on one’s physical health, humorous scenarios depict the interpersonal and social skills taught via sport and utilized in everyday life.

“KidSport is a wonderful organization designed to bring sports to all kids," says JJ Johnston, vice-president, British Columbia Association of Broadcasters. "While it is a nationwide organization, we were very impressed with the BC Chapter; the work it does and the spirit it exudes. Unfortunately in tight economic times, parents have to sharpen their pencils and one result is that kids don’t get the same opportunities for activities such as sports. This very timely campaign for KidSport will help bridge that gap with the great things it does for our youngsters.”

The campaign is being officially unveiled and brought to life at an event today where local members of the media put their life skills to the test in a unique competition to see who will be crowned the KidSport BC 'life skills' champions.

Watch TV spot.