Canadian Paraplegic Association breaks awareness campaign
By Adnews Staff
The Canadian Paraplegic Association has begun a new multi-media campaign to raise awareness of the importance of wheelchair ramps. The initiative's 30-second television commercial takes the form of a sports broadcast that is interrupted by a naked man in a wheelchair streaking through a baseball game. As the fans cheer, the man evades the stadium's security guards and escapes via a wheelchair ramp. The campaign also includes outdoor and print advertising using the international symbol for wheelchair access: a blue and white line drawing of a person in a wheelchair. In the outdoor ad, the symbol is divided between two billboards on opposite sides of a street. The ads use the tagline "No Limits." The campaign was produced by Toronto-based Goodgoll Vendramin.