Canada launches PSA campaign for Toronto 2015

Various media platforms will be used to share athletes’ stories, sports to Canadian audience.

The Canadian Paralympic Committee (CPC) has launched a multiplatform campaign entitled "The Games are Tough; the Athletes are Tougher," generating excitement for athletes ahead of the Toronto 2015 Parapan American Games (7-15 August).

Produced by partner agency BBDO Toronto, the public service announcement (PSA) campaign gives audiences a taste of para-sports and the toughness of Canadian para-athletes through their varied stories.

"We are thrilled to share our athletes' powerful stories and engage Canadians through a wide variety of media, including television, radio, print, digital,” said Martin Richard, Executive Director of Communications and Marketing for the CPC.

Richard further encouraged Canadians to share the campaign on social media using the hashtag “#PARATOUGH."

One of the television PSA takes its audience through the journey of para-cyclist Jaye Milley . 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.

In addition, a series of short web based films featuring several athletes from different sports was launched on 1 July. The first short film launched was on Milley.

"Sports fans across Canada are gearing up for an exciting summer during this year of sport 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."