Because You Can Strategy Profiled in Book to Set Kids on the Right Course

Stuart Foxman
Special to the Canadian Orthopaedic Foundation

While most COA members have heard about the Canadian Orthopaedic Foundation's developing Because You Can strategy to foster lifelong bone and joint health, its application may be tough to picture. The first opportunity to reach a most important demographic - our children - shows just one way it can be deployed.

Conor O'Shea, a 25-year-old golf instructor and a founder of the golf academy at Piper's Heath Golf Club in Milton, Ontario, authored a new book called Marcus' Golfing Adventures. The book, aimed at a youth audience, sends a message that children can take up golf for the sake of fun. O'Shea calls it "positive growth without a results bias".

As an instructor, O'Shea recognized that many junior players become stressed about their play - emotions that make the game less enjoyable, and make it tougher to stick with it. Golf is a difficult game, but O'Shea wanted children to learn a sustainable approach to it.

That idea was the genesis of what became Marcus' Golfing Adventures. In the book, Marcus is a young boy who is trying to cope with the frustrations of the game. He learns to deal with the ups and downs, and take pleasure from the game itself, and not from his scorecard. Says O'Shea, "Fun isn't about winning - it's about just having fun."

From Marcus’ Golfing Adventures, used by permission

Getting kids to enjoy golf early is important, says O'Shea, as it's an activity that they and anyone can play for life, regardless of their skill. That idea fits perfectly with the Because You Can campaign that promotes steps for healthy nutrition, activity, and injury prevention that people can take through their lifetime. The Because You Can logo appears inside the book's cover.

O'Shea learned about the campaign through Michael Cloutier, Vice-Chair of the Foundation and a friend of his father, and decided to donate $1 from the sale every copy of his book to the Foundation. The phrase "Because You Can" resonates with O'Shea, who says success is more than numbers. The book holds lessons not just for golf but for all sports and life in general.

"To cultivate new, healthy habits, there has to be an appeal so the message will be heard," says Angelique Berg, President and CEO of the Foundation. "Conor's book is visually appealing and fun for kids to read. Its positive message then inspires kids to play for the love of it - and when children enjoy being active, they're more likely to make it a habit."
It is this type of partnership opportunity - to include Because You Can branding on messages, initiatives, and events aligned with the strategy - that will reinforce the campaign's core public awareness and education messages. Earnest and open minds, like Conor O'Shea's, open doors with direct appeal to target audiences so that new habits can be formed.

To purchase Marcus' Golfing Adventures (and "Marcus" golf accessories) visit http://www.marcusgolfingadventures.com/. Marcus' Golfing Adventures is currently available in English only.

Have an idea to share? Contact Angelique Berg at 1-800-461-3639 x 2 or at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .