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.

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WPP - Top Pro Bono 2016
Applied Arts