Canadian Paralympic Committee conducts Toronto 2015 campaign
The Ottawa-based Canadian Paralympic Committee has begun a campaign of public service announcements to coincide with the Toronto 2015 Pan Am/Parapan Am Games. The campaign, called "The Games are Tough; the Athletes are Tougher," was developed by BBDO Toronto. It focuses on the excitement of the competition and the physical ability of the athletes. The 60-second television commercial depicts the personal story of para-cyclist Jaye Milley. The accompanying radio ads highlight the disciplines of swimming, rugby and athletics. The campaign also includes print and billboard advertising. In addition, a series on online videos featuring athletes from various sports are being released daily.
"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 at 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."