ACTIVE AT SCHOOL applauds the province of New Brunswick for getting kids active at school for one hour per day

Premier David Alward Announces 20 Schools From Across The Province To Take Part In Premier's Challenge Pilot Program

Canadian Tire and Sport Chek Deliver Sporting Equipment To New Brunswick Schools

MONCTON, April 1, 2014 /CNW/ - ACTIVE AT SCHOOL partners, including Canadian Tire and ParticipACTION, today joined New Brunswick Premier David Alward to announce 20 schools from across the province that will take part in the Premier's Challenge pilot program. The announcement follows the launch of the Premier's Challenge in Frederictonlast December where the Government of New Brunswick pledged to ensure all kids across the province participate in one hour of physical activity in school per day.

The schools will partner with a local Canadian Tire or Sport Chek store and will receive sporting equipment to support the initiative and bring the vision to life. This announcement follows a pledge by the Province of New Brunswick earlier this month to double the funding for sport, recreation and wellness by investing an additional $1.5 million in those sectors in 2014-2015, furthering their commitment to a healthier, more active province.

The Premier's Challenge was inspired by ACTIVE AT SCHOOL, a unique partnership of more than 60 influential Canadian sport, wellness and heath organizations with a mandate of curbing the crisis of inactive children and youth in Canada

"The hardest part of any great initiative is putting words into action. The Premier's Challenge lays the groundwork for healthier, more active children across the province and we are pleased to support the province as it rolls out the pilot to schools," said Duncan Fulton, Senior Vice President of Corporate Affairs at Canadian Tire. "Sport is powerful in that it brings communities together and can help children develop vital skills that are used in the classroom as well as on the field. ACTIVE AT SCHOOL is committed to partnering with governments to encourage play and sport and I commend New Brunswick on its leadership in activating the Premier's Challenge."

In addition to Canadian Tire, ParticipACTION, one of Canada's most vocal national supporters of physical activity and sport participation, is an ACTIVE AT SCHOOL founding member. 

"Daily physical activity is essential for healthy development of the whole child and it's wonderful to see the Premier's Challenge take action to get kids moving more at school," said Elio Antunes, President and CEO of ParticipACTION. "As a proud member of ACTIVE AT SCHOOL, we offer our sincere congratulations to the Province of New Brunswick, along with these schools and their teachers, for making this commitment to the long-term health and wellness of students."

The call to get the youth of today more active is echoed by today's amateur and professional athletes including Olympic Gold Medalist, Rosie MacLennan

"Sport and physical activity have been an important part of my life and something I have loved for as long as I can remember," said Olympic Gold Medalist, Rosie MacLennan. "The benefits of developing healthy habits when you're young go far beyond health and wellness - they build self-confidence, leadership skills and inspire kids to take on new challenges. It is great that the Province of New Brunswick, along with their schools and teachers, are taking this important step to getting kids active."

ACTIVE AT SCHOOL is a multi-year movement by more than 60 influential Canadian sport, wellness and heath organizations - including Canadian Tire, Nike, the NHL, the Canadian Medical Association, ParticipACTION and Physical Health & Education Canada - who work closely with governments and offer access to their considerable networks, resources, investments and marketing efforts to reverse the staggering trend of inactivity amongst millions of Canadian children and youth.

New Brunswick is the first jurisdiction to take advantage of ACTIVE AT SCHOOL's unprecedented offer of support and the Canadian Tire Family of Companies is proud to support the province in this journey.

Image with caption: "NB Premier David Alward today announced 20 schools taking part in the Premier's Challenge pilot program designed to get kids ACTIVE AT SCHOOL. He was joined by Elio Antunes (CEO, ParticipACTION), the Hon. Marie-Claude Blais, the Hon. Sue Stultz, Mike Mercier (Canadian Tire), Olympic Gold Medalist Rosie MacLennan and Hillcrest School Principal, Peter J. Trainor. (CNW Group/ACTIVE AT SCHOOL)". Image available at:


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Erin Chard, North Strategic, 905-806-2956,

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