Truro, NS (NB, NS, PEI) - SEPTEMBER 2011

Active Canada 20/20 Consultation: Truro, Nova Scotia (NS, NB, PEI)

September 23, 2011


C. Costas-Bradstreet
F. Gabbani
S. Grundy
T. Scrutton


Overall Comments

  • Simple language is needed in the document – improve this and balance with the decision makers needs
  • Support Canadians at work, education, play,  - comprehensive settings approach

Pillars (Areas of Focus)

Pillar 1 – Policy Development, Change and Implementation

Overall Comments

  • Where does the capacity come from for a policy- it needs to be built?
  • National Physical Activity Statement
  • Tax incentive for PA volunteers – in all settings
  • Increase pressure on the federal government on spending priority for PA
  • Demonstrate the benefits of an active society beyond health
  • Advocate a cultural shift
  • Policy for populations at risk needs to be a part of everything we do
  • Input is needed from those who use a policy
  • Departments must consult on impact of activity re physical activity including public consultation
  • Business Case for PA should be included – demonstrate financial savings as a lever
  • Policy on collaboration on Built Environment – creative strategy needed
  • Need to learn about the levers outside our own sector
  • Provide an overall rationale for policy for the user
  • Make PA a core value/culture

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.)

  • Provincial legislation of PDPE (3 dots as a priority action) = Monitor and evaluate
  • This may not be possible

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.

  • 2 and 5 are the main priorities
  • Employers need to be incentivized to move faster on PA
  • Statement on employers needs to take out ‘leading’ and ‘large’ to include all employers
  • Insurance policy rates need to be leveraged for PA benefit
  • Needs a significant tax incentive
  • Employers, WCB, Department of Labour in each province needs to incorporate policy and incentive on 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.

  • Sub-populations should be included in everything
  • Is #3 strategic?

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

  • Examine supporting infrastructure
  • Needs to implicate all levels of government and promote convenience
  • What are the significant policy levers e.g. land use
  • Pedestrian transportation policy – municipal, but separately considered for rural
  • Transportation needs to include other modes as supporting AT
  • Municipal Recreation plus setting – planners, transportation
  • Shared planning policy/ legislated policy
  • Should change to” governments”

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.

  • Should be from pre-school to University/college
  • Should change to” governments”
  • Volunteers get background check pre clearance
  • School Design Policy
  • Caution on QDPE – is it possible?
  • Involve school stakeholders in consultation
  • School Travel Plans
  • School Insurance Policy needs to support kids/staff/parents getting to school via AT – See ASRTS
  • Consistent school policy across a province is needed
  • Outdoor benefit policy –(priority action)
  • E.g. time outdoors = Identify spaces and opportunities
  • Policy on shared use of schools e.g. open to 6pm (priority action)
  • Consistent Access Policy is needed
  • PSO policy is needed to engage parents in PA
  • Make a case for education of decision makers
  • QDPE should be legislated

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.

  • Shift to Sport Policy needs to take place:
    • LTAD
    • Active Start
    • Directly link 2 policies
    • Active for Life (3 dots given for priority action)
    • Sport needs to have a better understanding of their role in developing PA kids
  • Coaching and Leadership policy needs to reflect PA
  • Build on Jump Start, Kid sport etc.

Pillar 2- Targeted Information and Public Education

Overall Comments

  • Be intentional about when to use ‘crisis’
  • Remove 2 and 5 as they are similar (combine, clarify)
  • What is the disconnect between awareness/knowledge and behavior/action
  • Forget education to bureaucrats advising politicians
  • Need a goal/action around being a physically literate Canadian

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.

  • Get away from ‘level’s other national orgs have provincial representatives. Work across NGO’s not just government
  • Support from corporations should be noted as a source of support
  • Re-examine communication methods
    • Graphics
    • Consistent words
    • Short and simple e.g. SBG?
  • Consistent messaging
  • Decrease statistics and increase the emotional connection
  • Inspirational stories
  • Ambient materials (e.g. 45 steps to better health)
  • Celebrations promoting PA, not a product (e.g. Sidney Crosby – PA not Reebok)
  • Healthy eating
  • Present information in a different way
  • Small steps making it easy, relevant, core values, and lifestyle change. Not just a silo of PA – all lifestyle
  • Social marketing must be resourced
  • Re-package existing materials/resources ( old and new) – Sex it up!
  • Messaging based on target audience e.g. decision makers need ‘crisis’ info and ROI info while others need the ‘joy’ of PA
  • Build public support (educate to advocate) for decision makers
  • How do we make PA relevant?
  • Think about PA as a product because we’re connecting with other products e.g. Videos

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.

  • Public awareness campaign targeting parents
    • How to be physically active with their children
    • Helping them understand their role in physically educating their children –
    • Captive audiences – parents with kids participating in sport
  • Re-educate school system about their role in PE and  PA
  • Anything is possible.  Asses for its return on investment
  • Parents as lobbyists
  • Changing demographics/aging population
  • Social Determinants of health – piecing societal issues together and connecting to PA
    • Messages to individuals
    • Providing service to specific populations

Action 3 - The Canadian Physical Activity Guidelines will be broadly distributed and awareness will be increased among Canadians.

  • Practical relevance to audiences
  • PA Guidelines – emphasize accumulating and 10 minute chunks
  • PAG more strategic – bring to life more, not just “broadly distribute” Marketing and Comm. strategy – Offer guidelines in many languages

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.

  • Government needs to be a partner with workplaces – give support to be a healthy workplace
  • Employees, parents as targets – they make changes at organizational and community level
  • All employers/ not just large

Action 5 - Targeted outreach will take place that is relevant to the needs of sub-populations.

  • Are boys/men considered a sub-population? (Can pertain to #2)

Action 6 - Decision and policy makers will be provided with current, reliable statistics on the status of physical activity levels in Canada.

  • Give them more than statistics – give them successful interventions and solutions
  • Put statistics with a face – see the implications of statistics


Pillar 3 - High Quality, Accessible Programs and Services

Overall Comments

  • How do we train champions?
  • Title of Pillar ------- Program – get beyond unstructured
  • What do we do to encourage free play?
  • Plan for change – young – midlife – older – relevant programs
  • # 7, 8 – should inherently run through all of the others
  • Broad definition of accessible (affordable, transportation, environment) = TITLE
  • Cultural shift – educate for health
  • “Outdoors” – not mentioned – not in vision as it is the fabric of Canada
  • Outdoors – using natural environment there/free – we don’t use it – PRIORITY ACTION
  • Play outside – strategy for this is needed – culture of fear – get data

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.

  • Don’t leave After School Time programs with the schools – there are other orgs better suited to implement.  *Move to structured activity
  • #1 legislated - (replace implement)
  • Legislation does not always work e.g. DPA in Nova Scotia – Ask teachers
  • AST – Wellness, physical activity and healthy eating
  • Focus on after school hours 2 – 5 pm with mandated PA in the program mandated
  • NB – Active Kids Tool Kit – A government initiative vs. Tumblebugs
  • Cultural Component
  • Integrate PA into school curriculum
  • Gym time – 40 varsity vs. 500 – let recreation departments know
  • Lunch changes to support intramurals

Action 2 - Municipal recreation and health departments will set targets for increasing physical activity of residents, as part of their planning and performance objectives.

  • Belongs in Pillar 1 – also add employees

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.

  • Let local community clean up after programs – work with unions to allow this. Unions need to buy in to positive initiative e.g. Rec center - user group locks up
  • Pre –school – free daycare – for recreation departments / Municipal (Active Youth/Play-“MOVE”)
  • Risk Management policies e.g. skateboards on buses, cartwheels banned on school yards
  • Use open spaces (step on the grass)
  • Volunteers – make easier for it to happen.  FMS – incentives
  • Access to schools – pay for janitor
  • School Board – after school programs – this gives a better opportunity
  • Extend school day
  • Have relevant programs and focus on teens (grades 6-9)
  • After school time programs in the community when kids get off the buss
  • “Go PEI” an example – no cost, not expensive facilities, no leaders (community facilitators) – parents
  • Sport for all – barrier finding leaders and facility time
  • Facility use between 9 and 5 in the community

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.

  • Director of Education – School Boards
  • ALL university students take PA courses

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.

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.

  • Need closer examinations – not much evidence that it is working – cannot support as is. Can support a partnership with primary health care and recreation – examine the evidence on this one.
  • Explore unconventional partnerships e.g. museum - a walking tour.
  • National Parks strategy – Prov/Fed: Parks and Rec should meet
  • Green spaces , enhance playgrounds

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.

  • Principle: inclusion/equity strategy for all programs
  • Specific direction for older adults beginning with school is limiting - influence of grandparents Keep adults active longer – “Active for Life” Keep out of health care system longer

Action 8- Specific strategies will be developed by all delivery organizations to encourage participation in physical activity programs by at-risk populations.

  • Principle: inclusion/equity strategy for all programs

Action 9 - Large employers will implement comprehensive physical activity programs based on best practices.

  • Link PA to healthy workplace policies
  • Engage Department of Labour and Workmen’s compensation in policy area to be addressed
  • Help/support to employers
  • Staff person to implement – provide staff
  • Insurance benefits – healthier employees /support in  the workplace
  • This is a stick.  – need combination of carrot and stick, provide incentives
  • Take out “large” many smaller ones to be included

Action 10 - The National Coaching Certification Program (NCCP) will investigate  ways to promote “health enhancing physical activity” at all levels and  for all sports.

  • Add High 5
  • Positive – have health enhancing pieces in the NCCP
  • ”High 5/NCCP will work together with all partners to include the quality of leaders in PA programming” (use this to replace wording)
  • NCCP – should be PA leader (not high performance)
  • MS should be here – leader not coach
  • HPS and other initiatives – why name NCCP?
  • Coaches should be with beginners
  • Teachers PD – get credit for other courses e.g. NCCP

Pillar 4 – Community Design and Social Infrastructure

Overall Comments

  • There needs to be 2 pillars:
    • Pillar 4 would be the Built and Natural Environment
    • Pillar 5 would be Social Infrastructure – ******this was a consensus of the entire group!
  • Use ‘sustainable’ instead of modernize transportation – DESCRIPTION OF TITLE
  • Can we roll #1 and #2 together? 3 and 5?
  • Language is too airy fairy in this pillar
  • Outdoor needs to be there – natural environment
  • Implement this stuff
  • Make community design inviting for PA
  • Slow movement to support PA
  • Rewards for physical activity

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.

  • Municipal PA Leadership needed

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.

  • #2 stronger in #2 regarding support of alternative transpiration forms – integrated modes
  • Corporate engagement in after school programs and PA in general
  • Better linking of schools and municipalities

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.

  • Have an equity policy attached to funding (for at risk etc.)

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.

  • “Identify” should be there
  • Why just governments? – What about communities?

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.

  • Importance of volunteer sector
  • Volunteer clearinghouse
  • Rewards/incentive to make it easier to volunteer
  • Rural may not be dealt with enough

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.

  • Re-purposing existing facilities for PA
  • More efficient uses of current resources
  • Linkages and networks, HUBS, churches, schools, trails – connect facilities to communities


Overall Comments

  • Foundations - current diagram suggest all are equal
  • Foundations need a statement – information on Physical activity
  • Foundations – research should be under strategic investments

Strategic Investments

Overall Comments

  • Need ‘making the case’ documents that can be used to encourage / expand investments. E.g. gas tax $$ - AT an eligible component, but there is no requirement to put it there.
  • Add 5th bullet
  • Regional models as opposed to provincial models can attract more corporate sponsorships – shared services

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.

  • Last sentence in: “should” be added to bullet 2
  • Can deal with incentives, BE etc.
  • Add: bilateral/tripartite agreements
  • Role for government / tax payers to influence change
  • PA – 1% of Health CARE budget
  • Tax rebates for PASR volunteers
  • Be creative – bid on volunteer hours not items or $ in an auction
  • Create /entice new volunteers at auctions to bid on volunteer hours
  • Partnerships with universities/colleges to shoot video etc. – placements outside of government
  • Internship programs

Action 2 - Investments in physical activity will support community development approaches to ensure ownership, relevance and sustained action.

  • Differentiate that sustained action needs sustained funding.
  • Volunteer sector cannot be relied upon for delivery system
  • Investments reflect equity/inclusion
  • SMART investment
  • Investment in public policy
  • “….will be supported by strategic investment to……

Action 3 - Public and private sector employers will invest in increasing the physical activity levels of their employees.

  • ….motivated to invest in ….
  • Where is the insurance industry?
  • Where parents work needs to help fund
  • VIK – RBC/ Scotia Bank
  • Could be ‘in kind’ as well as $$

Action 4 - Business and industry will shift existing sponsorship and marketing efforts to invest in physical activity for Canadians.

  • Tap into Corporate Social Responsibility
  • Do not accept unhealthy foods as sponsorship
  • Option for business to invest in research pre-work – planning for new facilities – invest in needs of community; more collaboration.



Overall Comments

  • Do we need a statement re-engaging the school system?
  • Need new bullet – Leadership Development – Training for future professionals across sectors: Tools, Training, Recruitment, Retention,  Recognition, Certification?, Quality and Quality re-PA; Professional and volunteer
  • Can language be simplified?

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.

  • Sometimes community needs help from other levels to succeed
  • Add new bullet (or change #1). Change community to province or incorporate both in!
  • Decision makers have a PA tool in their back pocket
  • Bold “volunteer” profile
  • Include Culture/ heritage sector
  • Add private sector
  • Add tourism?

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).

Enhance statements to be FPT and include M for municipal

Action 3 - All delivery organizations and government jurisdictions will engage intermediary and end user populations in planning processes and implementation of strategies.

  • No further comments

Evidence and Knowledge Exchange

Overall Comments

  • Adopt more of a business model to this process
    • Market research
    • Needs assessment
    • Keep us in business
  • Need sufficient investment to do these actions
  • Who do we listen to?
  • Reflect outputs, not just outcomes – e.g. changes with organizations (#1 – 3)
  • What are we doing now, what have we learned? Has anything changed? – How do we get this information? (POSSIBLE #1?)
  • This foundation needs more focus than it traditionally receives or has had
  • Best practices/ story telling / what has worked (4 dots as priority actions) 

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.

  • Need to identify the systems for measuring physical activity
  • Measure processes that help us achieve outcomes. Could be done by setting – Tie to market research
  • Ensure not just monitoring PA levels, but what do people need to increase PA
  • Need a central monitoring system – how do we cross sector systems
  • Consistent information provided
  • Central clearance agency or a collaborating/coordinating organization
  • Grass roots to national level data base
  • Disconnect between national surveys and local level currently

Action 2 – The effectiveness of social marketing and education campaigns will be monitored.

  • Need to use, develop and market initiatives
  • Add social media
  • Maximizing benefits of using social media

Action 3 - The effectiveness of interventions, including community-based interventions and policy initiatives will be assessed as to their impact on individuals.

  • Numbers versus quality, number of programs, resources etc.
  • How do we monitor at local levels by recreation program, sport orgs, workplace – look at systems and standards to assess quality
  • Results of monitoring to funders and policy makers
  • Qualitative and quantitative
  • Objective data

Action 4 - Ongoing research will be conducted on barriers, determinants, prevalence, and correlates of physical activity.

  • Information and evidence back to funders (corporate, government)
  • Information from schools
  • Need more research on social, etc. benefits and less based on the medical model

Action 5 - A new research agenda, informed by other research agendas will be developed to inform activities related to evidence and knowledge exchange.

  • Need a better knowledge translation mechanism (targeted – e.g. coaches, municipal recreation)
  • Knowledge exchange – need to have (re-introduce) professional development/training
  • Need to have a knowledge base for new staff to PA
  • Need a national strategy on KE
  • What does the data mean to practitioners? Consult practitioners in the development of the strategy and KE plan
  • Connection between research/ academics and practitioners.