SIRC and Bell Media launch knowledge mobilization partnership
New pilot campaign will test delivery of sport research through radio ads
OTTAWA, Nov. 27, 2019 — The Sport Information Resource Centre (SIRC) is connecting sport participants with research through an innovative pilot campaign in partnership with Bell Media. Pulling from SIRC’s network of credible knowledge sources across the country, the campaign is designed to provide research-based insights and tips supporting participation in sport and physical activity. Research nuggets will be translated into short ad segments and aired on TSN 1200 radio, Ottawa’s leading sport radio station.
This partnership is preceded by SIRC and Bell Media’s first successful collaboration—a pilot concussion awareness campaign, which ran from April to November, 2019.
“SIRC is advancing Canada’s sport and physical activity sector through knowledge,” said Debra Gassewitz, SIRC President and CEO. “We’re further diversifying our approach to reach Canadians, and we know from experience that leveraging one of the country’s top media networks is a strategic move.”
The partnership includes a prime time TSN 1200 radio campaign, with weekly radio ads focusing on a different piece of sport research. Each radio ad will then be posted to SIRC’s website, sirc.ca, along with links to the research.
“The opportunity to share nuggets of relevant sport research with our listeners through ads is exciting,” said Carolyne Desnoyers, Senior Account Executive at Bell Media. “SIRC’s level of credibility in the sport sector is a major bonus for listeners.”
This ongoing campaign will be evaluated for adoption on a national scale, with the goal of leveraging the knowledge mobilization partnership in media markets across the country.
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Incorporated in 1973, SIRC, the Sport Information Resource Centre, is Canada’s leader and most trusted partner in advancing sport and physical activity through knowledge and engagement. SIRC’s resources are informed by credible, evidence-based research. Through knowledge creation and dissemination, coupled with a vast and inclusive network, SIRC is committed to improving the delivery of sport and physical activity in Canada and around the world. SIRC is funded in part by the Government of Canada.
Knowledge & Communications Specialist
Sport Information Resource Centre (SIRC)