PSA CAMPAIGN BEGINS FOR SEE YOU IN ATHENS FUND
By Adnews Staff
A public service announcement campaign for The See You in Athens Canadian Athletes Fund broke on Saturday night. The national PSAs are the first for the fund, a non-profit organization established to raise money for Canadian amateur athletes preparing for the Olympics Games. The television and print ads were created by Toronto-based Taxi. In the first TV ad a female track athlete appears to be standing on a winner's podium. As the camera pulls back, she is revealed to be viewing the ceremony from a store-front. In the second ad, a group of swimmers from the U.S., Germany, Australia and Canada are on the starting blocks. The viewer hears an internal monologue from each athlete. While the international athletes think about the race, the Canadian athlete thinks about mortgages, loans, coaching fees and the race. One print ad depict a sprinter standing on a street holding a sign that reads "Please help feed my passion." The other shows a boxer sitting in a doorway with a sign that reads "Will work for coach." The See You in Athens Fund is also being supported with public relations from Maverick Public Relations of Toronto.