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Purpose and Focus 61

Russel, & Beaulieu, 2001), a few years before Saskatchewan in motion was
launched, 61% of Canadian adults were considered insufficiently active for
optimal health benefits, and 43% of Canadian children and youth were insuf-
ficiently active for optimal growth and development.
Saskatchewan is a province with a population of 1 million, approximately
141,000 of whom are self-identified Aboriginals (Government of Saskatche-
wan, 2006). In studies such as the Canadian Fitness and Lifestyle Research
Institute’s Physical Activity Monitor and the Canadian Community Health
Survey (CCHS), Saskatchewan consistently ranked among the most inactive
provinces in Canada. In 2000, 69% of Saskatchewan adults were considered
insufficiently active for optimal health benefits (Craig et al., 2001). Not
surprisingly, the prevalence of diabetes in Saskatchewan increased by 41%
from 1997 to 2001 (Canadian Diabetes Association, 2006). In addition,
the incidence of obesity and overweight was above the national average
(Tjepkema, 2004).
Saskatchewan in motion (SIM) was developed in 2002 by volunteer and
public sector partners to increase physical activity by 10% by 2005 (see Figure
3-1). SIM is supported by the government of Saskatchewan to help achieve a
similar target set by federal, provincial, and territorial ministers responsible
for sport, recreation, and fitness to increase physical activity by 10% in every
jurisdiction by 2010.

PU R PO S E AN D FO C U S

SIM is a provincewide movement aimed at increasing physical activity to
generate health, social, environmental, and economic benefits. The intent is
to ingrain understanding and behavior changes into the culture and fabric of
Saskatchewan communities.
SIM adopted a social eco-
logical model that suggests that
successful movements require
not only educational and pro-
motional activities targeting the
individual, but also efforts to re-
form organizations, develop
policy, provide economic sup- FIGURE 3-1 Saskatchewan in motion
port, and inspire environmental logo
changes—that is, a “people and Courtesy of Saskatchewan in motion