Winnipeg, MB - NOVEMBER 2011

Active Canada 20/20 Consultation: Winnipeg, Manitoba

November 8, 2011

C. Costas-Bradstreet
S. Grundy
C. Jackson
B. Hoover

Overall Comments

  • How do we address accountability of decision makers?
  • Diagram – add latticing to depict inter-connections


Pillar 1 – Policy Development, Change and Implementation

Overall Comments

  • Governments need to incentivize policy development – E.g. Fund process, % for AT
  • Enforce policy
  • Expand #1 at each level
  • Add Recreation Summit
  • Requirement to provide info for PH?
  • Model is smoking
  • How does the policy get implemented? (2, 3, AND 4?)
  • Concern over time for 1 to 20 years
  • PA lens to all policy

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.)

  • Intra for AT for all ages/abilities
  • Policy – pop. Health integration
  • Policy leader role models
  • Prov. interdepartmental Commitment PA * to AT
  • Federal funding for PA
  • Rationalize current spending on PA
  • 10% first
  • Gap between municipal infrastructure and provincial responsibility for health

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.

  • Focus on all/small business/medium
  • Dedicated revenue for prevention
  • Increase new $$
  • Medical incentive for referral
  • Policy best practices – do they work? Eg. Pool  grants
  • Encourage creative policy
  • Dedicated time at work for PA
  • Problems with tax incentives

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.

  • Most need covers bases
  • Determinants of Health
  • Government and other stakeholders
  • Frail older adults

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

  • Age friendly, older adults
  • Add Planners, developers
  • Zoning bylaws
  • Engage planners
  • Pay attention to rural /remote differences
  • Walking should be the 1st priority in a municipality all year, routes, maintenance
  • Government value other than motorized travel
  • Policy around building of facilities. E.g. Rinks etc.
  • Policy – access to facilities & green spaces, parks
  • Planning around parks and green spaces
  • Broaden from transportation to planning

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.

  • Active school travel
  • Nutrition and sleep can’t be ignored – policy approach
  • Time barriers/parents/moms
  • Value Recreational Sport-Education 
  • Policy on quality programs – active play
  • Policy – pre-school PA. E.g. Funding
  • Afterschool

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.

  • Alignment of Policies: PA/Sport/Rec
  • Educate municipalities on impact of physical activity policy

Pillar 2- Targeted Information and Public Education

Overall Comments

  • How do we really control youth screen time and inactivity?
  • How do we marry campaigns we already have?
  • Can we piggy back?
  • Is there duplication?
  • Need to do an ‘interjectory’
  • Change the way we educate
  • PLAIN language
  • Resources just not there
  • It’s like society doesn’t care
  • Work, money – don’t care about diet, exercise
  • Paradigm shift needed!!!!
  • Developers need to design PA friendly environments
  • Need to change North American lifestyle
  • Healthy, mental health, environment, physical health, community inclusion
  • Knowing/doing – What does it mean?
  • Getting people to buy-in and change is the hardest part
  • Need to promote = what does that look like?
  • Find barriers/perceived barriers

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.

  • Coordinate campaigns
  • Are we looking at/learning from successful campaigns like “drink, don’t drive”?
  • Point of decision making-elevator-signs to take
  • What can we learn from successful media campaigns?
  • Understand best practice - what a healthy community can look like - people, will say “I want that”

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.

  • Add pregnant woman to targeted groups
  • What about men and boys?
  • Caution-targeted populations become one time flavor of the year/no continuous support
  • Targeted campaign for parents re importance of AT for kids and families
  • Population of interest groups to be involved in process
  • Suggest campaigns like “Body Break”

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

  • Distribution of guidelines -need more info about why and how we meet Guidelines
  • Public doesn’t understand intensity
  • Engage public
  • Screen time/Computers … big issue.
  • Eg. Silicon Valley have taken computers out of schools
  • Waldolf Schools- experiential based
  • Experiential campaigns and events – participating rather than paper
  • Do it (not read it), feel it (not virtual)
  • Guidelines need more interpretation
  • Many different ways to be active
  • Measureable ways for people to know if they get enough exercise
  • Health e-Plan
  • PA guidelines and sedentary guidelines. Check list

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.

  • Make PA “sexy”
  • Need to engage media
  • Stats need to be shared
  • What does “means” mean?     
  • Large is relative (in MB “large is less than 500 employees)

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

  • Word “sub-populations” can be perceived negatively-specific targets
  • Need to make sure that we can get/provide community level surveillance & sub-population

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

  • National stats don’t necessarily apply to northern/rural
  • How do you discern what is good/credible?
  • Research beyond PA levels

Pillar 3 - High Quality, Accessible Programs and Services

Overall Comments

  • What defines ‘high quality’? I.e. High Five
  • How do you discern what is good/credible?
  • Encouraging Free Play is not respected in this pillar
  • This is important
  • Need to change parents’ thinking about how safe it is to send kids outside (#1, 2?)
  • More time outside-you are more physically active!!
  • Missing: parks, trails
  • Define physical literacy - consistent messaging
  • Connect what you are already doing with this agenda
  • Focus on outcomes, not outputs
  • Remote and rural Manitoba
  • Urban/rural assets
  • Build parks, trails-build neighbourhood around them
  • Look at “this” – I already have too much on my plate pg. 3
  • Will it scare some people away
  • Champions outside of sector e.g. not sport promoting sport maybe justice….
  • Leisure education
  • National Clearinghouse for ‘sound’ programs

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.

  • After-school A.T. policies should include municipalities
  • Add pre-school (0-6)
  • Early Childhood Developmental needs to be included
  • Design school with access by community in mind
  • Parental role
  • How can translate the classroom esp. to the outdoors

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

  • How do municipalities set targets?
  • How do you set target/how do you quantify?
  • Build capacity of recreation directors
  • Municipal government – PA is not #1 priority
  • Show $ recreation/save $ 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.

  • Multi-purpose/multi-use facilities-offer more and unstructured programs
  • Priority for recreation to program for everyone
  • Add “recreation” :  Increase participation in sport, recreation and PA
  • Remove sport & do not address recreation
  • Life Sports
  • Accessible – cost of equipment
  • Fee
  • Where is facility/program?
  • Do not allow screen time in program
  • Unorganized sport (non-competitive) don’t keep score
  • Share with municipalities-infrastructure
  • Child tax credit – doesn’t work-elite = Need a different option
  • Who/what is available?
  • Community connector
  • Multi-generational
  • Pre/post quantify-as time-more kids at risk (crime, pregnancy, etc.)
  • Accessible for all –subsidized fees
  • Mapping out physical activity opportunities in communities
  • Free range kids
  • Structured vs. unstructured

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.

  • ECE – not trained in physical literacy
  • What is being taught in university?
  • Gap between education and certification

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.

  • Messaging should be relevant to communities/group
  • “Making the healthy choice the easy choice”
  • Finding some way to have same message

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.

  • Health care professionals/doctors - getting them to understand and prescribe PA
  • Recognize that not only doctors can counsel
  • Target medical students - those who train professionally must value it
  • Training plus educating medical professionals
  • Qualified exercises professionals and others, as program leaders not sufficiently trained
  • Training is important
  • Training plus educating medical professionals
  • Target medical students - those who train professionally must value it – P#3
  • Develop “core” of information for prescribing PA
  • Needs to be Embedded
  • Need to be educated
  • Recreation directors undervalued vs. exercise professional
  • Referral to qualified individual/program

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.

  • Social supports for marginalized groups (ie newcomers)
  • Not excluding, include men – subpopulations
  • Men when their sporting career comes to an end decrease in PA
  • Senior Clubs/walking programs
  • Accessible for all –subsidized fees
  • PA in pch/long term care facilities
  • Parents
  • General public

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

  • Target specific groups = targets/goals
  • Build leadership capacity (mentors)

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

  • Should read “all” employers not just “large”
  • Where is facility/program?
  • Walking staff meetings
  • More showers/access to showers – AT

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

  • No further comments


Pillar 4 – Community Design and Social Infrastructure

Overall Comments

  • Title Description à Modernize transportation: Seems a bit overwhelming
  • Need to better define “modernize transportation”
  • Social infrastructure – (Integrated approach – need to be connected with other sectors)
  • Confusing, disagree with definition
  • Forced fit
  • Not needed to divide pillar but better define these 2 parts of the definition
  • Connectivity is the key term – common design & social connectivity
  • How would we do that?
  • Time related to community design
  • Social infrastructure is confusing.
  • Would be better with a definition –diff. phrase that better describes this
  • Built environment is a broader definition
  • Social infrastructure – where do we address time?
  • Social Infrastructure – definition still doesn’t make it clear
  • Like the concept of social infrastructure within this pillar but it is not quite the right term
  • Community centers-hard infrastructure (vs. soft)-essential service
  • Don’t forget non-traditional partners
  • Value of PA (recreation as a priority)-foundation (before anything else)/essential service
  • Better define and educate decision makers re: what we mean by modernize transportation. Could be perceived as increasing parking etc. –cars e.g. Revalue

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.

  • How do we ensure buy-in from municipal gov’t?
  • Taking responsibility
  • Policy $ to PA when they get infrastructure grants
  • Funds received-should have a requirement related to PA
  • Make wording more positive
  • Change “eliminate” to ‘minimize’
  • Municipalities follow municipal act but how do we enforce this? Talk to Prov. Gov’t
  • Need to look at green spaces esp. Lower income areas
  • Increase outdoors and free play
  • Infrastructure that enhance an active lifestyle is prioritized
  • PA assessment like and environment. Assessment of a community and prior to development
  • Govt. has a role-municipal gov’t., but role isn’t health that is prov. And fed.-feel is it downloaded to them, therefore relevant services to build, operate and programmed
  • Healthy Community – define and educate politicians
  • Advocates-public needs tools to ask questions and be informed to go advocate
  • Action 1 – add word “binding” vs. a guideline so it cannot be circumvented

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.

  • May not be specifically active transportation but inclusive and accessible
  • May not be active, but improve overall transportation system – beyond strictly active – older adults, people with a disability
  • Need to get people from A to B, especially in the winter season
  • Facilitate sharing of municipal plans
  • Have active segments of the population included
  • Transportation that increases access to being active (not just active transportation)
  • Buildings accessible e.g. Bike racks etc.
  • Interdepartmental cooperation and prioritization of PA (active transportation)
  • Not just AT, have to explicitly talk about “complete streets” and other aspects of the built environments.

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.

  • Segment older adults, frail-active
  • Do we identify “at risk”? Everyone can be at risk

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.

  • Where and how does safety fit? Safety inherent – lead with 4 & 5 – role of corporations
  • Building inside & outside – inviting spaces

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.

  • No further comments

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.

  • School design – as a community hub – invited in
  • Non-accessible areas are considered but rest of school is open to the community
  • Facilities for non-programmable activities-afterschool, families, nursing homes/assisted living


Strategic Investments

Overall Feedback:

  • Invest in assessing obstacles
  • Shift priority toward physical activity from other current spending
  • Sustained for all
  • Cultural activities
  • Use “local” governments vs. municipal gov’ts
  • Need more language re: faith based groups

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.

  • Money for AT & infrastructure
  • School based infrastructure –Safe Kids infrastructure program
  • Social infrastructure – leaders, operating, location
  • Build capacity in Municipality - To address PA/Health through infrastructure changes
  • Invest in education/advocacy of gov’t
  • Invest in making physical activity a core value
  • F/P/T/ Local – including Aboriginal

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

  • Leaders and HR – quality, paid and volunteer
  • Community schools and their needs and faculties
  • Hubs of facilities
  • Lifelong skills
  • Needs-based facilities

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

  • Investigate private/public partnerships
  • Happiness/well being/connection
  • Operations/training

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

  • Paradigm shift



Overall Comments:

  • How do we engage the Feds?
  • It is the right thing to do
  • Use PLAIN language
  • Mobilization – must have resources/resource development
  • Increase development human resources
  • Differentiate between “illness care” and “healthy communities” and “wellness”
  • List “end user” first under mobilization
  • Where/how PA/Rec as an essential service
  • PA extends its reach to Justice, Social Services
  • PA cannot be a silo – holistic approach

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

  • Identify possible/real outcomes
  • Accept it, Becomes part of the culture, Core values, PA fabric
  • Add religious sector
  • Differences are being made at the community level

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).

  • Delivery of health is at the provincial level-not at the municipal level
  • Getting the ‘buy in’ at the municipal level
  • Change municipal to “local” gov’ts (include FN/Northern Affair communities = Buy In)
  • What is “new multi-sectoral mechanism?
  • Connect National Organizations, FCM, Assembly of National Chiefs, Sport Canada, CPRA, CRTC, CTRA etc.
  • Education – Education is key
  • Linkages should be vertical and horizontal

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

  • Youth led groups

Evidence and Knowledge Exchange

Overall Comments

  • Need to emphasize knowledge translation in this document (see page 16)
  • If you are a _____, your responsibility is _____ = accountability +translation to general public
  • How do we make info easier to understand?
  • System needed: How do we compare to other health risk factors? Eg. U PA increases, is type 2 diabetes, H & S, etc. decrease?
  • How do we get people to take action?
  • People know that PA is important
  • Need to be messaging people where they are
  • Best practices re: surveillance-KE & T –any other topics or general health promotion -when it is PA consistent use of language in the questions and the questions themselves
  • The inactive with knowledge eg. Games where people are active.
  • Baseline date
  • Nice to have consistency, but nice for provinces/regions to have ability to personalize; build on their own capacity

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.

  • Important here in terms of the use of specific measurement tools
  • Bit easier to bite this one off
  • Need to be measuring same thing – have we arrived? how will we know? With some measures we can compare

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

  • Change to will be ‘evaluated’ not monitored
  • Is it by attitudes, or by behavior, or awareness?

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

  • Need to expand on what other interventions are (prov., etc.)
  • Tools need to be available if an org. doesn’t have capacity or resources

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.

  • Reword = not clear