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Multi-platform partnership puts the 4 R’s of concussion management in Canada’s spotlight

OTTAWA, May 24, 2019 – It’s the biggest media campaign launched in Canada to raise awareness about concussions in sport and how to properly manage them.

Canada’s Sport Information Resource Centre (SIRC) has partnered with Bell Media to produce a comprehensive, 12-week media plan to reach Canadians from coast to coast to coast. Bell’s network of TV, radio, and digital geo-fencing capabilities will ensure Canadians across every territory and province receive research-based, credible resources on concussions in sport.

In collaboration with Sport Canada, the Public Health Agency of Canada (PHAC), Parachute Canada and key partners across the national sport system, SIRC is pleased to introduce the “4 Rs” of concussion management: Recognize the signs and symptoms; Remove the athlete from the game or practice; Refer the athlete to a licensed healthcare professional; and Return to school and then to sport based on the recommendations of a medical expert.

“Concussions are a growing concern for everybody involved in sport as awareness of the short and long-term impact of concussions increases,” said Debra Gassewitz, President and Chief Executive Officer, SIRC. “By working together, focusing on the 4 R’s of concussions and providing athlete-centered resources, we are helping foster a safer sport environment for all participants in Canada.”

The multi-platform campaign is expected to drive thousands of new visitors to SIRC’s online information hub ( that is fast becoming the “go to” Canadian resource on concussions in sport. It includes a downloadable concussion toolkit, rich with educational and marketing resources for sport organizations to share with their members.

Bell will disseminate close to 1,400 radio commercials across Canada, generating more than 1 million online impressions through a multi-layered digital campaign, and a combination of TV and radio interviews broadcast throughout the National Capital Region.

Quick facts:

  • Radio ads will appear in Ottawa, Gatineau, Toronto, Winnipeg, Edmonton and Vancouver, totaling more than 6 million impressions.
  • The digital strategy includes more than 1 million impressions through a combination of digital ads and online videos.
  • Using innovative geo-fencing mobile technology, SIRC is reaching the mobile devices of 400,000 Canadians at community events and sport competitions across all of Canada’s 10 provinces and three territories.
  • The campaign also includes three one-hour broadcasts on 580 CFRA featuring information and advice from leading authorities on concussion, and live appearances on CTV Morning News, CTV Noon News, CTV Morning Live and TSN 1200.

About SIRC:

Incorporated in 1973, SIRC, the Sport Information Resource Centre, has been the leading and most trusted source to learn, share and support Canada’s sport community for over 40 years.  We are committed to engaging with organizations and individuals involved in, or responsible for the development of, sport and fitness in Canada and around the world, to enhance the capacity of our shared community to foster growth and the pursuit of excellence.

Media contact:

Peter Morrow

Communications & Knowledge Mobilization Specialist

Sport Information Resource Centre (SIRC)

613-231-SIRC (7172), ext. 3