Olympic and Paralympic committees break joint campaign
By Rob Bale
The Canadian Olympic Committee and the Canadian Paralympic Committee have launched a joint campaign called “We Are All Team Canada.” This is the first time the two bodies have collaborated on a brand campaign. The campaign highlights the role sport plays in the lives of Canadians and features a number of moments from Canadian sports history. According to the organizations, the effort is intended to foster national pride and unity. The initiative includes a 30-second commercial, along with social media content. Additional elements will roll out over the next several weeks.
“Sport has the potential to unite us in ways that little else can,” said David Shoemaker, CEO and secretary general of the Canadian Olympic Committee. “We are faced with unprecedented uncertainty, but just like we saw in Paris last summer, sport really does bring us together and represent the best of Canada on the world stage. We need that now more than ever. With less than a year before Milano Cortina 2026, now is the time to rally behind Team Canada.”