The Government of Canada had planned their health initiative on physical activity for children and youth to be aimed at parents, doctors and teachers. They felt that these influencers would be able to bring children and youth to be more physically active and reduce obesity levels and further health risk.

This was not Hydrogen Creative's approach. In our tender submission we emphasized the need to put the children at the centre of the communications strategy and give them the tools to create their own incentive.

We were successful in changing the strategy and developed magazines and internet games that educated the children in a fun and meaningful way how physical activity can be non-competitive, fun and bring many personal and social benefits.

The results exceeded the Govt. forecast by 400% in uptake in the first year. This was a culmination of two years of testing the concept across all geographic, demographic, cultural and language boundaries for kids ages 6 - 9 yrs. Throughout the entire time neither the strategy or the delivery concept were changed.