Without question, toughness, dedication and skill go hand-in-hand with high-level sport.
While those traits will be on full display as the Pan Am Games get underway in Toronto this week, BBDO Toronto is using the hype to share the stories of some of Canada’s most inspiring athletes: paralympians.
In a new campaign for the Canadian Paralympic Committee dubbed “The Games are Tough, the Athletes are Tougher,” we’re reminded that paralympians can face even greater obstacles than their able-bodied counterparts.
The campaign is anchored around a series of short video profiles that showcase the toughness of several paralympians, such as Calgary paracyclist Jaye Milley. And in a punchy, introductory video spot, Milley is seen training through inclement weather and dodging both bad drivers and a vicious dog.
“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, in a release.
“We’re thrilled to share our athletes’ powerful stories and engage Canadians through a wide variety of media including television, radio, print, digital.”
Athlete profiles are being released daily, and are linked to the hashtag #paratough, which will allow users to share and interact with the stories.
Another key component is a series of “experiential activations,” which will be setup at athletic stations throughout Toronto during the Pan Am Games.
With an eye to social media, these stations will allow passersby to try out paralympic events themselves, and folks will learn first hand how tough it is to, say, sink a basketball while competing in a wheelchair.
The campaign was developed alongside partners Suneeva, Saints, Alter Ego, the Vanity and RMW Music.
“I’m confident that this campaign will generate plenty of excitement amongst Canadians towards our Parapan Am Team,” said Elisabeth Walker-Young, chef de mission for Team Canada and also a retired Paralympic swimmer.
“Knowing that the entire country will be cheering on our athletes will inspire them to achieve great performances at the Games in Toronto.”
The 2015 Parapan American Games will be take place in Toronto from Aug. 7-15.
