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60 CHAPTER 3 ■ Saskatchewan in Motion

In an international survey on advanced-level social marketing training events
(Deshpande & Lagarde, 2008), 174 of the 477 members of various social marketing
and public-sector marketing listservs who responded to the survey were Canadians.
While the findings from the survey cannot be generalized, because they are based on
a small sample with a self-selection bias, the profile of Canadian respondents suggests
that social marketing is being used extensively in public sector and nonprofit organi-
zations at various levels of Canadian society:

• Most Canadians respondents worked for government (48%) or nongovern-
mental/nonprofit (29%) organizations.
• The job description of 30% of Canadian respondents specifically referred to
social marketing.
• The field of practice most often mentioned was “protecting the environ-
ment” (35%) followed by “improved health” (22%).
• The geographical scope of Canadian respondents’ work varied: 16% said
citywide; 26% said county-/districtwide; 22% said provincewide; 22%
said national; 10% said international; and 4% said nonapplicable.

The following Canadian Web sites are widely consulted by social marketing
and health communications professionals in Canada and abroad:

• www.cbsm.com (Community-Based Social Marketing).
• www.hc-sc.gc.ca/ahc-asc/activit/marketsoc/index_e.html (Health Canada).
• www.thcu.ca (The Health Communication Unit, University of Toronto).
• www.toolsofchange.com (Tools of Change).

The case study in this chapter discusses the program launched in the
province of Saskatchewan to encourage physical activity.

CASE STUDY
Saskatchewan in Motion

R ATION A L E

Despite a large body of evidence stating that regular physical activity is criti-
cal to personal health and quality of life, the majority of Canadians remain
inactive. According to the 2000 Physical Activity Monitor (Craig, Cameron,