CANADIAN PARALYMPIC COMMITTEE LAUNCHES NEW PSA CAMPAIGN FOR TORONTO 2015 GAMES

July 1, 2015

"THE GAMES ARE TOUGH, THE ATHLETES ARE TOUGHER" #PARATOUGH 

The Games are Tough, The Athletes are Tougher. #PARATOUGH

OTTAWA (July 1, 2015) - The Canadian Paralympic Committee launches its public service announcement (PSA) campaign today for the Toronto 2015 Parapan Am Team. The event is held in conjunction with the July 1st festivities on Parliament Hill in Ottawa. 

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."

Click here to view the 60-second PSA: http://youtu.be/dux0yn9x4Vo

Click here to listen to the radio PSA: http://bit.ly/1T3bRI2 

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.

In addition, a series of short web based films featuring several athletes from different sports will be launched daily starting on July 1st. (see schedule below or visit http://paralympic.ca/paratough )

Click here to view Jaye Milley short film: http://youtu.be/E0rYrEladBQ

 "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."

Team Canada athletes are currently putting the final touches to their preparation for the Parapan Am Games set for Toronto from August 7-15, 2015.

SHORT FILMS LAUNCH

Athlete

Sport

Hometown

Release date

Jaye Milley

Calgary, AB

Para-cycling

01-Jul

Aurélie Rivard

Montreal, QC

Para-swimming

02-Jul

Ian Kent

Eastern Passage, NS

Table Tennis

03-Jul

Benoit Huot

Montreal, QC

Para-swimming

04-Jul

Tracey Ferguson

Markham, ON

Wheelchair Basketball

05-Jul

Brent Lakatos

Dorval, QC

Para-athletics

06-Jul

Austin Hinchey

Edmonton, AB

Sitting Volleyball

07-Jul

Doug Ripley

New Westminster, BC

Goalball

08-Jul

Becky Richter

Saskatoon, SK

Para-athletics

09-Jul

Karen Van Nest

North Bay, ON

Para-archery

10-Jul

Priscilla Gagné

Sarnia, ON

Para-judo

11-Jul

Zak Madell

Okotoks, AB

Wheelchair Rugby

12-Jul

Shelley Gautier

Toronto, ON

Para-cycling

13-Jul

Joel Dembe

Hamilton, ON

Wheelchair Tennis

14-Jul

Janet McLachlan

Vancouver, BC

Wheelchair Basketball

15-Jul

Marco Dispaltro

St-Jérome, QC

Boccia

16-Jul

 

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For more information:

Louis Daignault, Coordinator, Communications
Tel: 613.569.4333 x237
Cell: 613.297.1455
LDaignault@paralympic.ca

Martin Richard, Executive Director, Communications & Marketing
Tel 613.569.4333 x224
Cel: 613.725.4339
mrichard@paralympic.ca