senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Paralympic PSA Proves the Games Are Tough, But the Athletes Are Tougher

10/07/2015
Advertising Agency
Toronto, Canada
73
Share
BBDO Toronto launches inspirational new spot for The Canadian Paralympic Committee

The Canadian Paralympic Committee has launched its public service announcement (PSA) campaign for the Toronto 2015 Parapan Am Team. 

The multiplatform campaign entitled: "The Games are Tough; the Athletes are Tougher" is produced by partner agency BBDO Toronto and showcases the excitement of Paralympic sports and the toughness of Canadian para-athletes through their unique and varied stories.

"The campaign is a true reflection of our brand and the strong traits of world-class Paralympic athletes," said Martin Richard, Executive Director of Communications and Marketing for the Canadian Paralympic Committee. "We're thrilled to share our athletes' powerful stories and engage Canadians through a wide variety of media including television, radio, print, digital. Not only do you get to discover the toughness of our athletes on and off the playing field, but you can test your skills at one of our experiential activations across the GTA and share it on social media using #PARATOUGH."

The television PSA takes you through the journey of Calgary para-cyclist Jaye Milley while the radio spots highlight what it takes to be an elite athlete in swimming, rugby and athletics. A large variety of print ads, from full-page magazine to large format billboards, will provide a snapshot of the strong athleticism of our para-athletes.


"I'm confident that this campaign will generate plenty of excitement amongst Canadians towards our Parapan Am Team. Knowing that the entire country will be cheering on our athletes will inspire them to achieve great performances at the Games in Toronto," said Elisabeth Walker-Young, Chef de Mission for Team Canada and retired Paralympic swimmer.

"Sports fans across Canada are gearing up for an exciting summer during this Year of Sport in Canada. Starting in just over a month, the Toronto 2015 Parapan American Games will be an unprecedented opportunity to introduce Canadians to our top para-athletes and spread the word about the strength of the Paralympic movement in Canada," said The Honourable Bal Gosal, Minister of State (Sport). "The stories of our Parapan Am Games athletes will inspire and encourage Canadians of all abilities to participate in sport and physical activity. I invite all Canadians to get involved with the Games, whether by attending them in person, tuning into the coverage on CBC and Radio-Canada, or sharing the excitement on social media."



Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound
SIGN UP FOR OUR NEWSLETTER
More News from BBDO Toronto
High Five
High Five: Canada
09/09/2021
391
0
Work of the Week
Work of the Week: 27/08/21
27/08/2021
143
0
ALL THEIR NEWS
Work from BBDO Toronto
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0