Posted by Editor on 07/1/15
Para cyclist Jay Milley will be the first Parapan Games athlete to appear in a public service announcement (PSA) campaign set to launch today (July 1st). The multi-platform 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. A second para cyclist - world champion Shelley Gautier - will appear in a video launched on July 13th.
"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.
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