The Coaching Association of Canada (CAC) educates and certifies coaches, and celebrates their achievements at all levels of sport. Accurate Creative was hired by the CAC to build a strategic marketing campaign for their new Safe Sport Training module. The module was developed to help anyone involved in sport — whether they have direct contact with athletes or work in the background — to promote physical, psychological, and social health. Though the training module itself is unique, it aligns with the Universal Code of Conduct to Prevent and Address Maltreatment in Sport. 

The process included interviewing members of the CAC team to provide us with in-depth details of their new training module vision—from concept to delivery. This gave us the insight we needed for our research. It included examining other similar programs around the world and how effective their programs were in supporting sports. Based on our findings, we conceptualized how we’d position and brand the Safe Sport Training module for a successful public launch and the program’s lifetime.

Our contribution went beyond designing a great-looking suite of products. Accurate refined key messages and built the Safe Sport Training brand from the ground up, starting with logos in both official languages that inspired a wide range of branded products including a series of both print and digital items.