Experts say that nine out of 10 kids aren’t getting the recommended hour of daily physical activity. Based on this, the ACTIVE AT SCHOOL initiative was launched Canadian Tire in partnership with over 80 other organizations as a national advocacy movement focused on bringing back one hour of active play per day to Canadian kids in grades K-12. Launched through a major national press conference, ACTIVE AT SCHOOL has been working closely with governments to implement the necessary 60 minutes of physical activity in schools across Canada. Through traditional PR, digital and social media tactics, as well government relations efforts, three jurisdictions signed on the ACTIVE AT SCHOOL movement including New Brunswick, PEI and Ontario. Each province was announced with a unique local media event to celebrate their commitment.