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62 CHAPTER 3 ■ Saskatchewan in Motion

places” framework (Maibach, Abroms, & Marosits, 2007). SIM was designed
as a comprehensive social marketing initiative that blends multimedia public
awareness and education targeted at individuals with partnerships and
community-based action (Saskatchewan in motion, 2008). The initiative
focuses on creating conditions (physical and social environments) that
support physical activity in a variety of settings. Communities are con-
sidered places as well as “interveners.” “Communities need to be mobilized
and take ‘ownership’ of a challenge for anything to take place” (Andreasen,
2006).

SITU ATION A N A LYS IS

Strengths

• Led by the Saskatoon Health Region in partnership with the
University of Saskatchewan, the City of Saskatoon, and
ParticipACTION, the community-level in motion concept was
piloted in Saskatoon from 1998 to 2003. The pilot project was well
researched and yielded very positive results. The project’s success
led provincial leaders to invest in a provincewide physical activity
strategy.
• In Saskatchewan, the provincial lottery, managed by Sask Sport Inc.,
is the fundraiser for the volunteer sport, culture, and recreation
system. This system is unique to Saskatchewan and has facilitated
the development of a very strong, well-funded, vibrant sport, culture,
and recreation delivery network throughout the province. The other
important benefit of the lottery-funded network is the media-
purchasing power it brings to the initiative. SIM partner Sask Sport
Inc. purchases all lottery advertising and therefore carries significant
weight when negotiating both airtime and public service contribu-
tions on behalf of SIM.

Weaknesses
• While the initial funding was generous, it was in the form of short-
term grants. This created some challenges in establishing long-term