New ParticipACTION On The Move
| Kelly Murumets, the new president and CEO of ParticipACTION, is taking a leading role in transforming the old organization into a vibrant new force that encourages Canadians to lead healthier and more active lifestyles. Ms. Murumets wants to “change the world” – specifically, to make Canada the most physically active nation on earth.
ParticipACTION was recently reactivated by the federal government. This followed the introduction of a tax credit for families of children enrolled in organized physical activity. This is a welcome initiative for health and fitness organizations sharing the common goal of improving the health and lifestyle of Canadians. Ms. Murumets has impressive credentials for the job. As the president of a U.S. publicly-traded $100 million telecommunications company, she integrated four bankrupt/nearly bankrupt companies into one successful corporation. |
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She has been described as a passionate leader and a visionary who develops sound strategies, gets things done, builds teams, makes courageous decisions and creates magical cultures. These are minimum qualifications, one might suggest, for the task ahead.
Vision and Mission
The vision of the new ParticipACTION is: To work with our partners to ensure a Canadian society where its people are the most physically active on earth.
The mission of ParticipACTION is: To provide leadership in collaboration and communications to foster the movement that inspires and supports Canadians to move more.
The primary communications focus of ParticipACTION will be healthy physical activity.
Delivery Approach
ParticipACTION will work collaboratively with its partners and stakeholders to ensure the greatest possible reach to Canadians. It will act as a communications leader to be a catalyst for pan-Canadian action on physical activity in public education. It will work arm in arm with other physical activity organizations to create synergy and momentum on physical activity.
ParticipACTION will work with partners toward goals and directions established by Canadian Sport Policy, the Pan-Canadian Healthy Living Strategy, the physical activity and healthy living strategies of provinces, territories and municipalities, and the Pan-Canadian Physical Activity Strategy.
Partners in delivery will include organizations and opinion leaders from the NGO (non-governmental organizations receiving funding from governments) sector, governments and the private sector.
ParticipACTION will work with governments and the private sector to generate support for campaign concepts that will be used to leverage additional support and participation of media and other communications partners.
The key beneficiaries for the programs under ParticipACTION are individual Canadians. Some of the campaigns will be targeted at specific populations within Canada including: Children and Youth, Aboriginal Peoples, Canadians with a Disability and Seniors.
Further detail will be provided in the September issue of Fitness Business Canada.
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