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ParticipACTION: Birdie

ParticipACTION is a non-profit aimed at getting Canadians to sit less and move more. As part of their latest brand platform work they’ve been reminding Canadians that Everything Gets Better When You Get Active. This campaign is backed by research that supports how regular physical activity has so many benefits for our bodies and mind, including that it can help promote increased blood flow throughout the body, even down below, which in turn boosts sexual feelings. Armed with this research, ParticipACTION released a series of suggestive posters letting Canadians know that sex gets better with physical activity. Each poster features a suggestive image of sporting equipment like a bike seat, football, or badminton birdies with a headline that references physical activity while alluding to sexual activity. The posters were released around Valentine’s Day in hopes that Canadians could embrace this newfound knowledge and each other.
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