Kindergarten – Grade 6
Participation Nation
Where confidence begins.
Participation builds confidence.
School Sports Newfoundland & LabradorPreliminary Campaign Concept
Strategic Brand Awareness Campaign
A Journey
Through Sport
Every experience builds something. Participation builds confidence. Teams build belonging. Competition builds resilience. Leadership builds the future.
The journey starts here.
Est. 1969 · 55+ years of school sport200+ member schools~15,000 students annually
01The Opportunity
School sport is everywhere.
The pathway isn't obvious.
SSNL is well known inside schools, but the public rarely sees how Participation Nation, Junior Varsity and Varsity connect. This campaign stops promoting individual programs and starts telling one continuous story: a provincial pathway that carries a student from their first steps in a gym to leadership and lifelong activity.
- Position SSNL as the province's leader in education-based school sport.
- Show the programs as one connected pathway, not three separate offers.
- Grow awareness and participation in Participation Nation.
- Build pride among students, coaches, officials, volunteers and alumni.
- Clearly differentiate school sport from club and invitational models.
02Campaign Key Visual
One image. The whole pathway.
Preliminary Campaign Concept01
Participate
02
Grow & Belong
03
Compete & Lead
03Campaign Message System
Three streams. One journey.
Grades 7 – 9
Junior Varsity
Where skills and connections grow.
Teams build belonging.
Grades 10 – 12
Varsity
Where preparation becomes pride.
Competition builds resilience.
Overall Campaign
The journey starts here.
Every journey starts with a first step.
More than a team. A place to belong.
More than competition. A pathway for life.
Building stronger students through sport.
05Reels & Vertical Cutdowns
Reels
Three 9:16 cutdowns pulled from the same capture days as the hero video — built for Instagram, TikTok and school screens, with burned-in captions so they work on mute. These play as animated concept cuts.
Reel 01 · Participation
Every journey starts with a first step.
Original audio · School Sports NL
Gym doors open. Sneakers hit the floor. Text on screen builds one word at a time.
Reel 02 · Development
More than a team. A place to belong.
Trending · uplifting drums
Hands in the huddle, whip-pan to the next school. Coach voice-over carries the cut.
Reel 03 · Belonging
The journey starts here.
Original audio · A Journey Through Sport
Faces from every region, ages layered together, logo lock-up lands on the last beat.
0630 Second Hero Video
The concept film
Animated concept cut — 27 seconds, 1920×1080, with an upbeat scratch voice-over (no music bed). Preliminary concept using AI generated imagery and narration to demonstrate pacing, typography and voice-over structure.
01 · Opening
Young students enter a school gym and begin moving through an activity.
“Every journey starts somewhere.”
02 · Participation
Students run, play, laugh, and encourage one another.
“It starts with movement, confidence, and the courage to participate.”
03 · Development
Junior Varsity students practise, learn, and work together.
“It grows through teamwork, connection, and new challenges.”
04 · Competition
Varsity students compete and celebrate together.
“It becomes resilience, leadership, pride, and belonging.”
05 · Closing
Students from different ages and communities appear together.
“School Sports NL. A journey through sport that lasts a lifetime.”
Final Screen
A Journey Through Sport
The journey starts here. — School Sports NL
07Reusable Asset Library
What this campaign leaves behind
Hero video + cutdowns
30s hero, three program films, 9:16 reels, 6s bumpers.
Photography library
Organized by stream, region and season, cleared for perpetual use.
Social kit
Post and story templates, caption bank, hashtag system, school toolkit.
Advocacy materials
Sponsorship deck, recruitment one-pagers, presentation templates.
Feed posts
A repeatable 1:1 template: full-bleed authentic photography, one short headline in the campaign typeface, stream tag, and a consistent sign-off line.
schoolsportsnl
Newfoundland & Labrador
Every journey starts with a first step.
A Journey Through Sport
schoolsportsnl Every journey starts with a first step. Participation Nation brings physical literacy to schools across the province. #JourneyThroughSport
schoolsportsnl
Newfoundland & Labrador
More than a team. A place to belong.
A Journey Through Sport
schoolsportsnl More than a team. A place to belong. Junior Varsity is where skills, friendships and confidence grow together. #JourneyThroughSport
schoolsportsnl
Newfoundland & Labrador
More than competition. A pathway for life.
A Journey Through Sport
schoolsportsnl More than competition. A pathway for life. 200+ member schools. One provincial stage. #JourneyThroughSport