true sport: THE RIDE HOME
70% of kids quit playing sports when they start high school. The #1 reason why: it isn't fun anymore. So to help True Sport, a community sports charity, we went to the place kids cite as the worst part - the car ride home - and reminded parents that their job is to parent, not coach.
The film drove to a site with advice from the parents of NBA players and Olympians while posters lined community centres, gyms and rinks across the country.
Hockey Night in Canada
WPP - Top Pro Bono 2016