Boundaries: the key to safe participation
Raising awareness about safe sport initiatives and resources.
Overview
ViaSport BC, an organization whose mission is to lead the development and growth of amateur sport in BC, sought to raise awareness around its safe sport initiatives and resources, which are housed under the PlaySafe brand.
Fractal developed "Boundaries," a strategic marketing campaign for PlaySafe to expand the public's understanding of what safe sport really means and drive public engagement with PlaySafe resources.
Project Scope
Objectives
Brand Awareness
Resources Promotion
Services
Campaign Strategy
Creative Development
Campaign Execution & Optimization
Timeline
2023-2024
The Challenge
The challenge centered around how to demystify and re-frame the concept of safe sport itself, which is associated with a range of belief, knowledge and action barriers that can impede change in the audience’s mindset.
The Solution
We helped position the PlaySafe brand by expanding the concept of “safe sport” from a narrow, risk-focused concept (centered on abuse prevention) to a broader, more inclusive value system rooted in respect, inclusion, personal growth and community benefit.
What We Did
Creative Development
To illustrate this concept, we developed a campaign creative strategy centered on the theme of “boundaries,” a metaphor drawn from sport itself, which we used to illustrate the nuance and importance of respectful and inclusive conduct.
Animated Video Production
Three video creative executions were produced to support the campaign. The messaging was consistent with what was seen in the other channels, but we decided that a flat graphic visual treatment would be most impactful for the animated spots.
All three full-length executions were produced in 16x9, square and 9x16 format and then 15 second versions were created for re-engagement.
At the end of the video, the CTA directed viewers to visit the PlaySafeBC website to use their Flag Tool; an online tool created to help people understand the difference between appropriate and inappropriate behavior and what actions can be taken if inappropriate behaviour is witnessed.
Campaign Execution & Optimization
Our campaign strategy followed a phased approach designed to shift perceptions and drive meaningful engagement based on our audience segments’ real mindsets. Tactics included an animated awareness video, static creative assets, and a campaign landing page offering access to safe sport resources. All elements were designed to drive users toward a clear call to action: learn more and take ownership of creating safe sport environments.
From the client
"They effortlessly turn complexity into clarity. And they’re the easiest and kindest people to work with."
Andrea Wooles
Manager, Safe Sport, viasport BC
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