Two-time Canadian Olympic champion, TPWHL Toronto Sceptres MVP forward and World Ball Hockey gold medallist Natalie Spooner is joining forces with TRUE Hockey to launch a national advocacy campaign aimed at reclaiming Canadian streets for play.
The movement, sparked by a partnership between TRUE Hockey and dentsu Canada, addresses the alarming low levels of outdoor play among Canadian youth. According to the 2024 Physical Activity Report for Children and Youth, only 15% of children aged five to 11 and just 4.9% of adolescents aged 12 to 17 spend two or more hours outdoors daily in physical activity.
At the heart of the campaign is the Game On Ball, a first-of-its-kind technology concept designed to illustrate how neighbourhoods can be protected from commuter thru-traffic. While not intended for commercial sale, this prototype functions by signalling to routing algorithms that a street is in use, prompting navigation apps to redirect drivers back to main arteries.
“I grew up playing ball hockey on the street; it’s where I fell in love with the game and helped fuel my game on the ice as well,” says TRUE Hockey athlete Natalie Spooner. “As parents, we shouldn’t have to choose between modern navigation and our kids’ safety.
“I support this campaign: Your Voice Matters is helping our local neighbourhoods take back their streets for their kids.”
With this initiative, TRUE Hockey and dentsu Canada aim to highlight the unintended consequences of navigation technology on local culture.
“The goal for us is to shine a light on an issue that is quietly erasing a Canadian tradition. We are a company that is focused on innovation and supporting our youth to play hockey both on and off the ice, says Derek Kent Chief Marketing Officer, TRUE Hockey.
“We are teaming up with dentsu to help ignite a conversation about the future of our streets. We are encouraging Canadians that their voice can make a difference. This campaign is about coming together to ensure our communities remain a safe place for the next generation to play.”
The national fully-integrated campaign is rolling out across Canada with a one-minute film “Game On” featuring Natalie Spooner on social media, featuring high-impact video, OOH and PR that encourages Canadians to make their voices heard.
Canadians are invited to visit TrueGameOn.com to participate in a national poll. The goal is to ask navigation apps to provide drivers with the choice to avoid residential “rat-running” routes, just as they currently choose to avoid toll roads or highways.
Read more at The Hockey News