Vancouver, BC - NOVEMBER 2011

Active Canada 20/20 Consultation: Vancouver, British Columbia

November 16, 2011

C. Costas-Bradstreet
P. Quevillon
C. Crapper
K. Tisshaw

Overall Comments

  • The whole document should be short and sweet; graphically interesting; compelling to read
  • 20/20 as a portal for all the info – one-stop shop.

Pillars (Areas of Focus)

Overall Comments

  • Tighten up pillar descriptors
  • Pillars – need another term
  • Consider other determinants of health
  • Need a glossary of current language
  • Pillar graphic – need a “weave” depiction

Pillar 1 – Policy Development, Change and Implementation

Overall Comments

  • Definition suggestion: Coordinate and implement evidence-based policies and/or legislation … to stimulate physical activity and literacy and systematically reduce barriers to participation
  • Protect successful initiatives  (Act Now BC, Active Transportation, etc.) from vulnerability; advocate for renewal, remind of impact of policy shifts on PA
  • Question:  is our 20/20 pillar redundant with all other policies – e.g. S4L, CSP?
  • Not introducing … policies exist. What is the role? Collaborate, advocate, leverage, build on others? How is it unique?
  • Unique is not important – need to be a voice in the choir
  • 20/20 umbrella of activities – organizations widen the lens
  • Must get silos to collaborate in all the actions
  • 20/20 can steer, direct, match triage, develop partnership – identify duplicity and lead responsibility
  • Lofty and ideal – recognize barriers
  • Policy role: bring together diverse policies, delivery, language and practices across country but recognize different treatments in different regions
  • Influence other key policies – e.g. Cdn. Sport Policy, Sport 4 Life, Municipal Recreation, Education curriculum, health policy
  • Highlight best practices. Overarching, umbrella policy / best practice educate policy
  • Facilitate provincial silos to collaborate re physical activity
  • Clarify measurements of PA in policy development – use each other’s
  • Advocate clear measurements of success
  • Increase, introduce and change recommend
  • Recommend change and implement policies that have been successful – focus on success
  • Address best practices – country of pilot projects – best practices and actions have been implemented (BC) – need to sustain what works.  Funding cut for many/some initiatives – need to protect and minimize vulnerable successful actions – need ongoing renewal for pilot projects bur re-support existing initiatives.
  • Communicate the importance to every decision-maker in sport, recreation and education on every policy shift/decision.  “How policies effect PA” – e.g. reduce school day, raise fees in centres, etc. – all reduce physical activity levels
  • Recognize the complexity of policies that impact physical activity
  • Firm funding means less time applying for PA support grants

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.)

  • National policy on physical activity needed. Clarity on value. Develop clear outcomes of success e.g. Own the podium vs. physical activity goals – clarify measurements
  • Ministerial portfolios do not exist; led by health; need to consult others including education, transportation, etc.
  • Role of municipal recreation in physical activity development – policy recognition
  • Getting silos to collaborate in all the actions
  • Facilitate provincial silos to collaborate re PA

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.

  • Link organizations who can use each other’s practices (portal of tools and best practices)
  • Tax incentives – add in roll-outs

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.

  • No additional feedback

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

  • Transportation departments … will implement policy and resources to prioritize
  • Note that it should be a shift in priorities

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.

  • Include Support programs and site opportunities
  • Clarify measurements of PA in policy development – use each other’s
  • Advocate for physical literacy champions/teacher training (incl. PE specialty) in schools
  • Both organized and spontaneous active lifestyles and play
  • Key is PE / advocate physical literacy: education institutions; requirements for PE teachers; generalists teaching physical literacy; goal: PE specialists in every school
  • Goal: leadership by education ministries on benefits of PE
  • Funding formula PE per school – per student

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.

  • Sport policy – short timeline here!
  • Resonate with average Canadian; language can turn off many
  • Influence other key policies – e.g. Cdn. Sport Policy, Sport 4 Life, Municipal Recreation, Education curriculum, health policy
  • Cdn Sport Policy – influencing sport policy to recognize physical literacy; not just CSP – but all policy initiatives

Pillar 2 - Targeted Information and Public Education

Overall Comments

  • Agreement with pillar overall
  • Consider EDI findings: Early Development Instrument
  • P1 should come after P2:  themes then planning; linked – consistent funding and coordinated/collaborative (fewer people working at cross purposes)
  • We are bombarded with messages  - we need to be sure we are putting out messages that work
  • Use positive messaging
  • This pillar gets everyone on the same page
  • Address moving the theory into action
  • Where is the so what? And the Now What?
  • Holistic vs. diverse approach – how do we do this?
  • In pillar: is it education or awareness?
  • Where is child-focused health?
  • Where are health practitioners? Other sectors?
  • Connection to mental health strategy
  • What is the message? Maybe it’s the wrong message right now.
  • Irony of messages coming from TV. Where are messages using other channels and vehicles? E.g. arenas, on the street, workplaces, reaching other ages; where else could we be targeting more people?
  • Expand definition to “…increase PA and healthy living”.

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.

  • Keys:  long term and funding – over time – not just one government to the next / Long term plan should not change with new governments
  • How are we linking with existing organizations (e.g. in motion, Act Now) and their priorities?
  • Address unique needs but must cover across as a global strategy (“goldilocks strategy”)
  • Use stats that exist – every organization has to keep stats (e.g. programming, etc.) – use all that currently exists
  • If locally not relevant, left unsupported by a national campaign
  • What is “adequately funded”?  Should be consistently funded; allows for long-term planning; multiple funders/cross-sectoral
  • Need to build local capacity – long term strategy
  • Who are our ambassadors across the country?
  • Annual campaign okay but need sustainable $ for action / programs
  • Sustainability of brand recognition
  • Need to consider languages
  • Population inundated with messages about medical model: need different message; everyone knows there is a physical inactivity crisis; people hear messages but don’t really understand
  • Need to add collaboratively

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.

  • Canada too big to have one strategy
  • What is the role of the diverse sectors?
  • All inclusive, all Canadians, all the time; different language
  • Annual campaign – does not promote sustainability – again a pilot project philosophy
  • What do we do with other priority groups?
  • This may further segregate populations (esp. related to programs)
  • Important to target disparities
  • Do need to target the inactive
  • Important from a chronic disease perspective
  • Theme – need to add the aging population; there may be others – e.g. new Canadians
  • Maybe “periodic” vs “annual”
  • Annual campaign may change and people just starting the program that supports that campaign and then it changes
  • Priority themes vs campaign or top five themes for x years – e.g. walking, etc.  This increases flexibility
  • Resources for all people all the time
  • Can’t miss anyone. Have to think about everybody all the time
  • Different strategy to address at-risk populations but not necessarily through an annual campaign
  • Less targeted theme (generic) ties country together – ones that span all groups
  • Annual theme but not at a targeted population – e.g. walk, cycle but not 1 population
  • PA within social determinants of health
  • Targeting – potential to add to stereotypes
  • Don’t like “at-risk”
  • Accessible and inclusive

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

  • Does it matter if people know? Is the action important?
  • Need to inform as to why PA is beneficial and how to be active, how to access opportunities
  • Add Sedentary Behavior Guidelines
  • Are PAGs a “can of worms” given their complexity – good for leaders, not necessarily the general public
  • PAG less tangible to track – easier with food
  • Get PAGs adopted into policies – for example – land use plans and municipal links and policies – therefore people inherently meet guidelines but may not know or know what the actual guidelines are.
  • PAGs – who is distributing info? Do they understand them?  Messaging targeted.
  • There will always be a small number of people who will know about PAGs – people don’t hear it – suggested that we scrap this
  • Physical literacy needs to be more prominent
  • Would be hard to translate from knowing to doing – there is a gap in how we do this – show connections to the “doing infrastructure”
  • We’re missing the how to be active.

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 only large employers? Not just about financial incentives. Lots can be done in smaller companies
  • Add active commuting and other opportunities during work day
  • Workplaces – action-oriented messages vs awareness
  • Lifespan approach: do different things with schools, workplace, older adults, chronic disease – not just a workplace focus

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

  • Neighbourhood approach: demographics, mother-tongue

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

  • What do the statistics actually mean? Don’t want to reinforce what people already think
  • Tie economic benefits into this; look at benefits of previous investment
  • Need a repository for all these stats – then split into different categories
  • Need more stats  related to developmental groups vs. large age spans

Pillar 3 - High Quality, Accessible Programs and Services

Overall Comments

  • In definition, add collaboration
  • Diversity needs to be reflected
  • This is a fundamental pillar; Critical pillar to have
  • Acknowledge examples that are effective (e.g. High Five, Yell)
  • Keep terminology simple
  • What does S4L, Active for Life look like?
  • What drives people to be active?
  • Give direction on how
  • Details are important
  • High quality for some may create barriers
  • Definition of accessible – inclusive, affordable – cultural group, disabilities
  • Time spent outside – would like to see somewhere in document

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.

  • We need to elaborate on secondary schools – separate from elementary
  • Partnership – not on shoulders of education, but with health/municipality
  • Have DPA – ministry mandate x 30 minutes a day
  • Issue with PE – there isn’t any!
  • Nee to collaborate and partner with schools, recreation and sport
  • Give students the opportunity to participate in leadership – quality leadership in school
  • Kids and free play in open spaces
  • Need to train physical literacy leaders
  • Food policy
  • Term “support” – add resources (to what we mean by support). Reality is it may be challenging in some community to “must” – when children need to be fed.
  • Use physical literacy; replace physical education
  • Seasonal – i.e. cycling in the rain

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

  • Local government is missing (community planners), social policy
  • National to provincial to local implementation
  • National strategy/initiative: needs tools from local level to deliver; national/int. tends to miss the mark at deliverables at local level because of diversity
  • Social capacity

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.

  • Neighbourhood learning centre.
  • Focused yearly – including summer; offering continuity from school activity to summer activity
  • Name each school as a community school
  • Active Families – invest in family, action schools

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.

  • Link to and tie to education sector; teachers speak to PA benefits

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.

  • Rewarding the leaders – recognition
  • “Engage” them rather than tell them

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.

  • Educate practitioner on what physical activity is; do with all health care professionals in the community; show how; prescription for health in existence.
  • At the same time, do not want to underestimate the value of a certified trainer/leader/coach; sensitive to unique differences in communities.
  • Relationship with primary health care professionals

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.

  • Middle aged men? Where are they identified?
  • Older adult and disabilities – mentioned only once
  • Develop volunteers. Volunteer management plan

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

  • Discourage use of “at-risk”
  • Sedentary person – we need to target everyday person

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

  • ID small companies as well – they are often leaders in communities

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

  • NCCP – why?  We need something parallel to this for PA leaders
  • Strategize funding – with research
  • Implementation / action making at work

Pillar 4 – Community Design and Social Infrastructure

Overall Comments

  • Soft infrastructure captured in pillar 3
  • These actions HAVE to happen
  • KISS
  • Inclusive in statement

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.

  • Inter-municipal planning is missing
  • Enhanced consultation around program/facility development and access – need public to advocate
  • Best practices are critical

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.

  • What is realistic/fulfillable: look at implementation realities
  • Policies to access public transit
  • Recreation/transport hubs: re-purpose casino shuttles

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.

  • At risk populations? Should be all inclusive
  • Measure of success should be # of participants, not $
  • Accessible programs without barriers
  • Leadership development: cross sector – certification honoured
    • Older adults and youth
    • Increase volunteerism among youth
  • Speak to parents – language – differing target groups within 

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.

  •  “deficit” should use “need”
  • Programs close to home
  • Quality facilities
  • Policies to access existing infrastructure
  • Physical activity language current and cross-sectoral

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.

  • Turn to neighbourhoods for what works for them
  • Creative around access in small/rural areas

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.

  • Don’t neglect small, local options at the expense of destinations
  • Signage denoting distance/time to destinations


Strategic Investments

Overall Comments

  • Investment in leadership
  • What does “invest” mean? Address in engagement strategy
  • What will be the info needed for continued funding? May show success, but funding is D/C
  • SSHRC grants

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.

  • Sustainability
  • Development levies directed to PA programs
  • PA becomes a target for more govt. projects
  • Increased cooperation/communication among govt. levels
  • Inter-ministerial, inter-agency collaboration
  • Need to know priorities of ministries so that we know what questions to ask
  • Quantify health costs to PA – savings in HC costs
  • Demonstrate ROI

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

  • Corporate investment in infrastructure
  • Invest in volunteers e.g. prov. Initiatives
  • Utilize existing programs, resources more effectively
  • Education
  • Messaging – sustain as opposed to increase?

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

  • Tax incentives for business
  • Workplace wellness – ROI
  • Corporate challenges – identifying champions, ambassadors

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

  • No comments/suggestions provided


Overall Comments

  • Groups will need definitions (health) – build on health of community
  • Mobilizing funding? E.g. Australia … Not sure how
  • Define PA – in order to mobilize groups/people

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.

  • Decision makers are not always the people leading
  • Private sector needs to be part of this
  • Government Employees involved

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).

  • Expand transportation, etc. Government platform. Act Now - everyone is recognized
  • Action Schools, More Sports, athletes in Vancouver

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

  • Engage – why/educate the end user
  • Not well understood
  • Partners/collaborators/middle people as liaison
  • Cultivate peer mentor leaders
  • Relative to individual. Based on physical activity levels, needs, etc.

Evidence and Knowledge Exchange

Overall Comments

  • Need to work with sport; it’s a very strong voice. Need to better align programming / evaluation for both

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.

  • In 20/20 – how often do we measure?
  • Community health surveys need to continue to measure objectively
  • Consistent across the years; longitudinal more important than snapshot
  • Need to better communicate what physical activity really meets the guidelines. Need to define: purposeful practice? Play?
  • Work with universities – providing to students to help analyze the data
  • Difficult to say what aspect of a comprehensive plan contributed to change

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

  • Look at $ - long term effects (won’t see effects for ++ years)

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

  • Effectiveness – need to look at the combined effects of interventions, not in isolation, but combinations of interventions – user input and engagement

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

  • Local people should know barriers; could be misjudged. For example – funding may be a barrier nationally, but locally may not be an issue; should we even do a global measure if it’s an issue nationally vs locally
  • Learnings from other countries

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

  • Assess and share the results – communities looking for success stories


  • Much exists – need to connect with those orgs. Identify other sources; may not directly relate to PA – e.g. school scores, etc. (e.g. BC Education Devt. Index – Clyde Hertzman)
  • Mental health
  • True Sport bibliography
  • Using existing resources differently