Banff, AB - OCTOBER 2011

Active Canada 20/20 Consultation: Banff, Alberta

October 11, 2011

C. Costas-Bradstreet
S. Grundy
J. Down
Angela Torry

Overall Comments

  • Plain language focus is needed
  • Role models that reflect the face of the community are needed in leadership
  • Policy needed to support incidental PA – daily living = Art, Music, Transportation, Play, Cultural, Drama etc.
  • Incentives for health changes in people
  • More language on healthy services/system
  • Where is fun? Motivation? Positive?
  • Don’t be prescriptive
  • More warm and fuzzy
  • Quality of life emphasized
  • RURAL/urban difference – we need more rural
  • More Wii-Fit models (2 AND/OR 5?)
  • Policy for inclusive language
  • Build on personal and community assets
  • PA – people in action
  • Policy to address the time required for PA
  • Policy– Action – Municipal – community – leader
  • How do we connect to people’s hears (all pillars)
  • How do we engage high profile people in the community and engage on the emotional side?
  • Tough to write a document that everyone sees themselves in
  • Wording through document – integration – tepee image – all need to be there or it fails down
  • Pillars have good alignment with CSH model (????)
  • Where do we address motivation, inspiration, moving people to action? – Tie in with mental health (80% mental versus 20 % physical)??


Pillar 1 – Policy Development, Change and Implementation

Action 1 - A special task force of F/P/T governments should be immediately established to lead the development of a Canadian Physical Activity Policy, led by Health/Sport, Physical Activity and Recreation Ministers. (This would be a distinct but parallel process to the Canadian Sport Policy and would be in consultation with F/P/T departments concerned with health, transportation, human resources, infrastructure, environments, business, heritage and tourism.)
  • Accountability for policy
  • Incentives for better policy or innovation
  • Action on policy – gritty meaningful actions
  • Analyze policy for effectives
  • Remove policy barriers
  • Collaborative policy
  • Municipal holistic policy to include PA – wellness
  • Interdisciplinary collaborative approach to policy
  • Add Education

Action 2 - Leading Canadian employers will develop, and/or strengthen results oriented policies that support infrastructure and programs for employees to add physical activity to their daily lives, including active transportation to and from work. Employers and employees will be supported with tax incentives. Initially large employers (over 500 employees) will be specifically called on to implement policies to increase physical activity.
  • Incentives
  • Cost barriers subsidize programs
  • Embed PA and Health into hiring interview process and evaluation process
  • Tax exemptions for PA

Action 3 - Governments will address sub-populations with the greatest access issues, and target fiscal policies, incentives and subsidies to eliminate disparities in participation levels.
  • Youth groups for PA
  • Role models
  • Policy to support older adults – Active aging
  • Citizen engagement Policy

Action 4 - Transportation departments (federal, provincial/territorial, municipal) will implement policy to prioritize Active Transportation for short distance trips in all communities.
  • Policy to require planners to consider PA

Action 5 - School boards across Canada will adopt and implement Quality Daily Physical Education (QDPE) including daily physical activity, school sport and after-school programming as well as active school transportation planning policies.
  • PE at least an option throughout the school year every year
  • Role models
  • Flexible fundraising strategies
  • Survey needs of student to ensure variety and student driven programs
  • Have workshops conducted by university students for mentoring and exposure
  • Exchange of ideas between regions – web tools and school resources
  • Grade effort!
  • Ensure certain percentages of budgets in school and in the community are allocated for physical activity
  • Integrate Community and School sports better
  • Link school boards the other programs in community – give them tools
  • PE – 3rd year or better – throughout school career
  • Quality instruction/physical literacy
  • Pre K and post-secondary needs to be added similar to LTAD cradle to grave
  • Recreation needs/ talents/ interests of all students
  • Equitable distribution of PA budgets – include all kids
  • Part of School business model – PA to benefit ALL
  • Integrate Community and School sports better
  • Encouraging quality coaching – incentives
  • Balance between Recreational (flexible) and Competitive
  • Mixed level teams
  • We need a policy for our national athletes to give back – there should be a contract – role models in schools

Action 6 - Renewal and implementation of the Canadian Sport Policy will bring priority to increasing physical activity levels as part of its sport participation goal.
  • Build on what we know from the Canadian Sport Policy
  • Use existing FPT mechanisms
  • Policy coordination needed by FPT
  • Build on existing policy

Pillar 2- Targeted Information and Public Education

Overall Comments
  • QDPA in schools is not emphasized enough. It needs to be aimed for
  • A strategic approach is needed by conflicting messages need to be avoided.
  • Getting started is hard, need variety of thing to keep active
  • Time is precious – how do you make sure PA is part of your time?
  • Starting is a problem but committing to PA is another thing
  • The Culture can be changed by communications
  • Target inactive populations and help motivate them
  • Behaviour change is not mentioned here – why – only awareness i.e. the how
  • It’s not as important to tell people how much – but what à Guidelines
  • There is too much fragmentation re-themes and populations – there are some surprising populations we miss
  • Conversations rather than education is needed – public dialogue is needed
  • Communications should not marginalize the inactive
  • Can TV programs promote PA – especially since we do not watch ads anymore?
  • Free opportunities advertised in many places e.g. movie magazines
  • Capacity building with teachers is needed.

Action 1 - Long term planning and support for national information and education campaigns that are adequately funded, linked closely with national, provincial/territorial and major municipal campaigns, will be implemented.
  • Fundraising via PA is common
  • Marketing seems to be mostly negative
  • Marketing at a local level is important too
  • Smoking campaigns have been effective – what about PA?
  • Schools need to promote PA and where to be active
  • Awareness of inactivity is high

Action 2 - An annual priority theme will be set across jurisdictions to guide education and marketing campaigns. Examples of themes include: Aboriginals, children and youth, new Canadians, girls and women, older adults and people with a disability.
  • Annual priority then – is it for all jurisdictions?
  • Community organizations need more tangible support for programs – beyond social marketing
  • Messages for urban aboriginals and on reserve – e.g. the band office is not the source
  • Public education needs to be strategic – across sectors

Action 3 - The Canadian Physical Activity Guidelines will be broadly distributed and awareness will be increased among Canadians.
  • Local/school level
  • High school TV/radio
  • Promotions at malls to connect you to where…
  • A website where there are reminders about PA/forum
  • PE and health classes should provide info – posters
  • The PA guidelines are one thing but how do we get people to do it?
  • Celebrities should promote physical activity - e.g. Ellen and dancing
  • Make it fun
  • Using technology creatively!
  • Focus on the rewards of PA – beyond fitness – spirit, mind, peace, relaxation, sleep
  • Apps can provide a way to track goals, give incentives
  • Need conversations about good apps
  • Be more innovative – look at perceptions e.g. time use

Action 4 - A means will be identified to provide information regarding the benefits of physical activity to Canadian employers and employees. An education program targeting large employers will be implemented to stimulate workplace-based physical activity promotion.
  • Why “large” employers – because large employers have more capacity
  • Add a line about ‘smaller “employers
  • How can we help employers find resources?
  • Blogging about PA experiences
  • PA in a group works well
  • A Gym came to the university and had a mentor help students get involved
  • A person who knows about all sources of PA
  • Promote gyms locally
  • Municipality should have a very inexpensive gym membership
  • Incentives to be active are needed in business communities
  • E.g. apps – location based – people saying what they are doing and where
  • We need to be rewarded for being fit e.g. the gold/silver/bronze of the fitness awards
  • Technology can be used to support conversations – but carefully.
  • Phone etc. are very portable, powerful and can be used on the move

Action 5 - Targeted outreach will take place that is relevant to the needs of sub-populations.
  • Messages for urban aboriginals and on reserve – e.g. the band office is not the source
  • Sub populations need to be reached through the local level
  • Information needs to be relevant to the individual
  • Incentives for PA participation in PA/cultural activities/ mental benefits

Action 6 - Decision and policy makers will be provided with current, reliable statistics on the status of physical activity levels in Canada.
  • Enhance need for research/feedback on efficacy - evaluate each of the campaigns
  • Step counters can be used to cheat

Pillar 3 - High Quality, Accessible Programs and Services

Overall Comments

Actions Missing:
  • Connections to health region – partnerships
  • Different sectors working on this together – education, health
  • Increase public relations and advertisement of programs and services
  • Funding model to help share between sectors
  • Increase role modeling of health care and educators. – Support within the workplace – workplace strategy
  • How is program defined in the pillar – program – structure or self directed
  • Maybe initiatives/opportunities are a better term?
  • How to define High Quality – cost issues???
  • Parking lot Ideas
  • Stronger holistic focus within the pillars or model:
  • Individual
  • Community
  • Municipality, etc.
  • Mental health
  • Quality of life
  • Linkage to other health issues
  • Healthy eating

Action 1 - Elementary and secondary schools, with the support of provincial  Ministries of Education and the local school boards, must implement Quality Daily Physical  Education (QDPE) including daily physical activity, school sport and after-school programming as  well as active school transportation planning policies.
  • PA embedded as a culture in the school
  • More integrated into the school
  • QDPE is inclusive and positive to those with ph-More integrated into the school
  • QDPE is inclusive and positive to those with physical literacy needs
  • Comprehensive School Health model
  • Encourage teachers, admins as role model
  • Role modeling at the student level and more hands on learning
  • After school programming, not necessarily sport/ competitive
  • QDPE – please define
  • Increase PE options
  • DPA should not be used as leverage or punishment
  • PA as part of an advanced HS diploma
  • Active transportation/pedestrian focus

Action 2 - Municipal recreation and health departments will set targets for increasing physical activity of residents, as part of their planning and performance objectives.
  • Collaboration between the 2 sectors                              
  • Integration in planning
  • Would not determine funding
  • Partnerships.  Between recreation and health

Action 3 - Community schools and recreation will provide greater access for members of the community to use facilities in order to increase participation in sport and physical activity programs, and foster after school programs.
  • User fees
  • Recreation facilities need to reflect the cultural needs of the community
  • Programs offer basic/uncomplicated PA life skills, unstructured
  • Facilities need to go beyond sport
  • Advertisement of programs and service need to increase in communities
  • Connection to schools and public transportations (rural) – to other creative ways to increase participation and access

Action 4 - Staff, throughout the education system from pre-school to college and university levels, will be supported in adoption and utilization of physical education curriculum.
  • Support – Policy level and funding – identify and implementation of PA supports

Action 5 - Physical activity practitioners, companies and organizations will ensure outreach, readiness and welcoming access, to support Canadians who take steps to increase physical activity.
  • Like the term “taking steps” – including community sport (increase access)

Action 6 - Primary health care professionals value exercise, and prescribe advice and recommendations to their patients about the health benefits and need for physical activity. They are informed and able to refer patients to qualified exercise professionals.
  • Also add referral to “existing programs and services”
  • Connection to wellness benefits
  • ‘Quality opportunities’ versus quality professionals
  • Refer to programs and services and not just ex. professionals
  • Add ‘healthy lifestyle and active living’
  • Professionals need to implement it themselves – role models
  • Promotion and support to the professional to live the lifestyle
  • Health should be providing PA programming
  • Tools given to professional so support consistent messaging and increased awareness

Action 7 - Existing social networks and facilities will be utilized to deliver physical activity programming  that is relevant and sensitive to the needs and values of subpopulations such as aboriginals,  children and youth, new Canadians, girls and women, older adults and people with a disability.
  • Include education of benefits – supports @ funding level
  • Define social supports
  • Increase access
  • Add ‘existing strategies’

Action 8- Specific strategies will be developed by all delivery organizations to encourage participation in physical activity programs by at-risk populations.
  • Targeting but not at a detriment to other services/programs
  • Increase awareness of free/low cost services –adopt marketing techniques that are correct to the group
  • What are delivery organizations??
  • Combine 7 and 8?
  • More prescriptive? 
  • Mandate versus flexibility
  • Change language so it’s more measureable

Action 9 - Large employers will implement comprehensive physical activity programs based on best practices.
  • Large = should it be all?
  • Provide support to smaller
  • Include team building
  • Encourage collaboration between small workplaces
  • Be more prescriptive – par of their business plan
  • Incentives!
  • Add organizations
  • Add active transportation and support

Action 10 - The National Coaching Certification Program (NCCP) will investigate ways to promote “health enhancing physical activity” at all levels and for all sports.
  • Increase awareness of NCCP to the community level
  • Increase number of coaches in different areas
  • Perhaps remove NCCPS – allows other groups to become involved
  • Reaching parent volunteers
  • Increase community sports connections to the NCCP training
  • Find leaders within the community
  • Actions missing
  • Advice versus prescriptive
  • They value already but may not know of services/tools – communications increase
  • Take out promote
  • Primary core?
  • Education – different outside of school – gets credit elsewhere

Pillar 4 – Community Design and Social Infrastructure

Overall Comments
  • Keeping pillar together, better chance of bringing different groups together, but need to look at language of each groups
  • Balance between getting people to the table and using to enhance collaboration
  • Leisure Education for leaders – people developing plans have to understand the concept (beyond organized PA/Sport)
  • Promotion of “community”
  • Document reflects a government perspective; need to get outside gov’t sphere of design and empower communities to design and create atmosphere for themselves
  • Consider workplace – spaces that increase physical activity – space and policies
  • Title of pillar – disconnect between title and actions
  • Pillar 4 – Wording: Enhance the Built Environments
  • Not enough that speaks to enhancing community design/walkability
  • Active Living – inject this term into this pillar (the everyday activities that can be built in)
  • Need to promote working across communities
  • “Field of Dreams” mentality
  • Takes a village; neighbourhood watch
  • Planning around assets of community and sharing
  • Tie to LEED standards
  • Need to ensure partnerships between local/municipal and provincial
  • Changing culture
  • Bussing/transportation to/from school and community sports – affordable – car pooling organized
  • Community advocates

Action 1 - Every municipality will develop, review and revise municipal/local government master plans to ensure that opportunities for physical activity are explicitly included in all facets of the plan, and barriers to an active lifestyle are eliminated.
  • Needs a more positive approach to these actions
  • Creating opportunities versus removing barriers
  • Develop an active standard – receive recognition – to the developer and the community
  • Rural – needs additional parks, open spaces
  • Facilities attached to schools; multi-use
  • Address barriers to using facilities (e.g. schools, etc.)

Action 2 - Within the municipal/local government master plan for physical activity, municipal/local governments will develop a strategic plan for transportation that explicitly places priority on active transportation.
  • Pedestrian friendly (reduce car use in downtown)
  • Work with developers

Action 3- Inactive segments of at-risk populations, such as Aboriginals, children and youth, new Canadians, girls and women, older adults and people with a disability should be an integral part of plans and strategies to increase physical activity.
  • Need to ensure we focus on Aboriginal populations off-reserve – cultural barrier in the urban environment

Action 4 - Governments will address the infrastructure deficit in order to ensure all Canadians have access to spaces and facilities where they can learn, experience and practice physically active pursuits.
  • Balance b/w hard infrastructure and programs – tie these elements into social infrastructure
  • Does this ask for more facilities (sport) vs. unstructured, inexpensive way – don’t lose pathways, green space or let it be overshadowed by physical space
  • Cost analysis – building new vs. retrofit

Action 5 - Communities, in partnership with other levels of government, will target human and financial investment in recreation and sport for underserviced areas such as rural, low income communities or isolated areas, or high density areas with inadequate facilities.
  • How we build neighborhoods to mitigate risk/address safety

Action 6 - Communities will identify existing facilities, (public, private, and others) and develop plans to maximize community wide shared use in order to increase access by community members for physical activity.
  • Use of what is out there
  • Free event
  • Promotion of existing assets/opportunities e.g. bike paths, trails, parks
  • Cost analysis – building new vs. retrofit
  • Funds to promote existing spaces versus building new ones – improving utilizations
  • Being more creative about how we can use existing facilities


Strategic Investments

Overall Feedback:
  • Doesn’t always have to be money
  • Policy – driven bottom up
  • Set short term goals and long term goals with them

Action 1 - Governments (Federal, Provincial/Territorial, Municipal) will identify physical activity as a priority and dedicate ongoing budgets to increase physical activity. This includes substantive investments in the voluntary sector delivery system that are clearly linked to expected results.
  • Tie expected results to all levels of programs not just voluntary sector
  • Include support and capacity to help with measurement
  • Sustainable, long-term funding and accountability attached to it
  • Government mentioned – organizational
  • Voluntary sector where it makes sense

Action 2 - Investments in physical activity will support community development approaches to ensure ownership, relevance and sustained action.
  • Facilities – look to support community in the building and maintaining of its facilities – need to be self – sustained
  • Facilities are more than buildings – so any investments should support community development – set goals but tailor at the local level

Action 3 - Public and private sector employers will invest in increasing the physical activity levels of their employees.
  • Top down
  • Should be re-worded to allow the employees to have a say
  • Take out “sector” reference
  • Encourage management vs. “tell them”
  • Accountability of the action

Action 4 - Business and industry will shift existing sponsorship and marketing efforts to invest in physical activity for Canadians.
  • Incentives for private sector also add increase understanding of the benefits
  • Sustainable programs/initiatives versus 1 time events


Overall Comments:
  • Pillars won’t happen if this isn’t a foundation
  • Will ensure less duplication of efforts
  • Keep it simple
  • Encouraging small steps – not just all activities at once
  • How do we mobilize the passion – how do we include PA (want to do, not have to do)
  • If urgent – what are you prepared to do?
  • Emphasis on incremental = realistic steps, type, accessibility, lifestyle
  • How do we engage people with decreased time, decreased comfort in being part of a community – finding different ways to be involved in the mobilization process**
  • Conscious collaboration.  ++ hands, but need to be conscious, simple

Action 1: At the community level, decision makers responsible for recreation and parks, and public health will lead collaboration between transportation, planning, environment, sport, education, voluntary sector and other stakeholders in the development, implementation, sustaining and evaluation of strategies to increase physical activity
  • Encouraging small steps – not just all activities at once
  • Nutrition to support PA
  • Community decisions
  • More intentional with people’s time, talents, capabilities
  • Relationships are key – in person and virtual – speakers and education
  • Health and Wellness – schools, youth key
  • Influence families
  • Beginning of a generation
  • Same people making the decisions – opinion of a certain group of people – need to  more broadly consult

Action 2: Linkages will be strengthened between the F/P/T governments responsible for Sport, Physical Activity and Recreation, Health and Healthy Living, and other physical activity stakeholder groups (voluntary, private, municipal).
  • Need to use resources in best possible way – e.g. 2 or 3 orgs – same train but doing specific work
  • Will creating something new be better? – focus on doing existing things better
  • Needs to be more emphasis on the grass roots – focus less on government but rather on here’s what we need, please fund it.

Action 3:  All delivery organizations and government jurisdictions will engage intermediary and end user populations in planning processes and implementation of strategies.
  • Youth perspective
  • Aboriginal etc.
  • Empowering communities
  • Top heavy – should they empower – grass roots know what they want

Evidence and Knowledge Exchange

Overall Comments
  • Surveillance of sport/physical activity participation is lacking. Why are people involved
  • PA
  • Unstructured play
  • Fitness
  • Competition

Action 1 - The system for monitoring physical activity levels in Canada and the impacts of national and provincial/territorial strategies will be enhanced and maintained to ensure quality, relevant data is collected that is consistent and comparable for systemic measurement of progress toward the vision and goal of Active Canada 20/20.
  • No additional comments

Action 2 – The effectiveness of social marketing and education campaigns will be monitored.
  • Monitoring of social marketing is too passive – need to know if it is effective
  • Social marketing quality and quantity needs to be monitored
  • The second action – no social marketing does not logically connect

Action 3 - The effectiveness of interventions, including community-based interventions and policy initiatives will be assessed as to their impact on individuals.
  • No additional comments

Action 4 - Ongoing research will be conducted on barriers, determinants, prevalence, and correlates of physical activity.
  • No additional comments

Action 5 - A new research agenda, informed by other research agendas will be developed to inform activities related to evidence and knowledge exchange.
  • No additional comments