Knowledge Exchange to Policy Action

The Active Healthy Kids Canada Report Card on Physical Activity for Children and Youth

Building Capacity for Use in Other Jurisdictions

• The media advocacy strategy uses the Report Card release as the foundation for extensive media relations and awareness generation.

• Key messages, media materials, pre-recorded videotaped interview clips and corresponding web tools are created; a network of regional and national spokespersons are engaged for interviews in select major media markets and a network of partner organizations from across the country to coordinate regional response to the Report Card.

Report Card Marketing and Communications:Shaping and Sharing the Message

Impact: Reach

• Facilitated by a network of provincial/territorial partners, Report Card distribution has now surpassed 40,000 copies.

• Over 4000 total visits to the AHKC website in the month of release

• Media coverage has grown each year - for 2010 it was in excess of 120 million media impressions in TV, radio, print and online media across Canada.

Impact: Media Coverage

Impact: Influence in the Field

• 90% agree the Report Card is achieving its objective of increasing awareness about physical activity in children and youth

• 86% agree that it supports their mandate as an organization.

It is used by these stakeholders to:– guide strategic direction and new areas of investment– in forming stakeholders’ message strategy for public awareness

campaigns– as a foundation for research; and– in presentations and to justify financial investments in physical

activity.

What is the Report Card used for in your organization?

• keeping up with research in the field (78%)• advocacy (76%)• communications and public relations (74%)• program development (66%) and training (68%)• forming partnerships (60.6%)• policy/strategy development (47%)• briefing senior staff and elected officials (42%)• for revenue generation/proposals (38%)

•Parent Guide Evaluation - over a third took some action to increase physical activity for kids.

•Take Action Guide - 84% indicated they would do implement a strategy in response to the Plan of Action

Impact: Influence on Policy

Sport, Physical Activity and Recreation Ministers:National Physical Activity Targets

By 2015, for children and youth aged 5 to 19 years:• to increase, by seven percentage points the proportion

of children and youth who participate in 90 minutes of moderate-to-vigorous physical activity

• to increase the average number of steps taken by all children and youth from 11,500 steps to 14,500 steps per day, which is equivalent to an increase of 30 minutes of physical activity per day.

Note: Implications of New Physical Activity Guidelines

Impact: Influence on Policy

• Presentation of Report Card findings to Deputy Ministers responsible for Sport, Physical Activity and Recreation from across Canada (Nov 2008)

• Ministers release a joint policy statement identifying collective policy action commitments to meet child and youth physical activity targets (Aug 2009)

"I would like to take this opportunity to commend your organization for creating this important and informative tool, as well as for its continued commitment to promoting physical activity among Canadian children and youth—at school, in our communities and at home."

The Honourable Gary LunnMinister of State for Sport

Joint Policy Statement:Intersectoral Action on Children and Youth Physical Activity

• collaborate with Ministers of Health and Ministers of Education to increase physical activity

• work cooperatively to achieve governmental and intergovernmental targets for children and youth;

• align social marketing efforts and support collaborative intersectoral action

• recognize the after-school time period as an opportunity for youth physical activity

• come together in a forum to discuss and explore opportunities to build on their experiences and best practices

• consider progress on action taken by governments, to achieve targets for children and youth at their respective annual meetings

Ministers responsible for Sport, Physical Activity and Recreation will:

• Articles have been submitted to peer-reviewed publications supplementary communication tools are created, such as a presentation deck and template articles that can be used in newsletters and trade journals.

Report Card Knowledge Exchange

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The Saskatchewan Supplement

Saskatchewan in motion is a province wide movement aimed at increasing physical activity for

health, social environmental and economic benefits.

The in motion movement

• Strategic Partner Organizations• 165 Community Action Teams• 452 Schools• 469 Workplaces• Thousands of Leaders

in more than 259 Communities across Saskatchewan…

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Goal…To raise the grade on physical

activity for Saskatchewan children and youth as reported annually in the Active Healthy Kids Canada Report

Card on Physical Activity for Children and Youth.

Saskatchewan Supplement Objectives

-To advance knowledge on the physical activity patterns and practices of children & youth in Saskatchewan.

-To identify gaps in provincially relevant knowledge and encourage collaborative efforts to conduct research to fill knowledge gaps.

-To identify opportunities for Saskatchewan research efforts to contribute to national data.

September 2009

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DistributionReport Card Supplements were widely distributed with a specific and personalized “Call to Action” from Saskatchewan in motion.

-All provincial elected officials-Directors of School Boards-Principals of schools-CEO’s and CMO ‘s of all health regions-Mayors and senior administrators in all Saskatchewan communities-Sport organizations-Recreation Departments-Universities-Chambers of Commerce-Leaders, partners and key individuals

Call to ActionThe call to action for each audience was designed based on the Saskatchewan in motion solution….

Families, Schools and Communities MUST share responsibility to ensure Saskatchewan Children & Youth get the required 60 – 90 minutes of

physical activity they need EVERY DAY

Evaluation Highlights

-All informants responded that the Supplement was most valuable because it provided Saskatchewan-specific information.-70% responded that the Supplement provided information that supported their organizations mandate and policies.-Almost all reported that they used the Supplement for advocacy purposes.-Other uses included;

-Partnership Building-Education-Policy Development-Program Development

-82% agree that the Supplement is achieving its objective of increasing awareness of the activity levels of children and youth.-About half felt the Supplement should be produced every two years, and the other half suggested every three years.-There is a strong appetite to develop similar products in other provinces and territories.-Many respondents were looking for more program ideas associated with the supplement.

Discussion

1. Compelling themes and information– Connections to your own objectives

2. Dissemination– How can you share; how can it inform your

advocacy, programming, communications

3. OCDPA Healthiest Province Strategy – Thoughts on the strategy; use of supplement in

relation to the strategy; connections to your work

activehealthykids.ca