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Canadian Olympic Foundation conducts campaign

The Canadian Olympic Foundation is conducting an advertising campaign called "Now or Never." Developed in association with the Canadian Olympic Committee, this is the foundation's first national marketing campaign. It features 21 Canadian athletes preparing for the Toronto 2015 games and upcoming Olympic events. The effort focuses on young athletes about to compete at the highest level for the first time.

The two documentary-style online videos encourages viewers to donate to the foundation to fund the training of Olympic athletes. The campaign also includes a television commercial airing on CBC, as well as online materials at <>. The creative was produced in collaboration with Cossette.

"This campaign features two short films to represent two chapters of athletes' journey told in a unique way," said Derek Kent, chief marketing officer of the Canadian Olympic Committee. "It begins with the years of training they put in and ends with that pivotal moment on the field of play as they compete for gold. Both aim to tell our athletes' stories as they prepare to make Canada proud on the world stage. Our message is, with funding, the road to podium success is easier and faster. Without it, the road is longer and tougher. We built this campaign from the ground up to include the Canadian Olympic Foundation for the first time ever. We are giving a platform for Canadians to give back and give a hand up to help athletes to achieve their dreams."

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