At CCES we use an approach called “true sport”. I believe the committee has heard of it before. It's our approach to values-based sport. It's an approach that is underpinned by a set of common values and principles that were chosen by Canadians. This dates back to the early 2000s. We did some public community research and found out that 80% of Canadians thought that sport was this wonderful, valuable public asset that could do all kinds of great things for our kids in communities, but fewer than 20% of Canadians thought that sport was living up to that potential.
We set out and talked to Canadians across the country. They chose the values of fairness, excellence, inclusion and fun as the four values to underpin. We developed a program called True Sport, with a variety of tools and resources that we take out to everything from communities to provinces and territories to national sport organizations. It's applicable to all sports at all levels.
In 2018 we had the opportunity to do another tour in partnership with the Public Policy Forum, called the “values proposition” symposium. We recanvassed Canadians around the shared set of values and principles and whether they were still relevant. We found that they were.
We're seeing that it is a good way to have system alignment to have a shared set of values and principles that underpin the sport experience, so that you can model the behaviours and expectations of everyone who has a part in the sport system.