Canada's Participaction was an organisation with a very clear mandate: they wanted to get Canadian kids active again. The fact is this was the first generation of kids who'd have a shorter life expectancy than their parents: scary stuff. They were looking for a campaign that brought this powerful statistic to life, in a way that would get people talking, but also in a way that wouldn't blame parents.

Hence,we see a 12 year old boy watering his driveway, not able to go to the dance because he was getting a colonoscopy!