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Canadian Paralympic Committee breaks ParaTough campaign

The Ottawa-based Canadian Paralympic Committee has begun a brand campaign called the "ParaTough Training Series" in advance of the Rio 2016 Olympic and Paralympic Games. The campaign, developed by BBDO Canada, consists of a series of online videos in which Canadian Paralympic athletes lead workout routines. The five videos will be hosted online at <>. They depict 14 athletes demonstrating some of their training techniques and inviting viewers to attempt them. The campaign also includes television, radio, print and digital advertising.

"It was extremely important to us that the featured workouts be completely authentic to the athletes' actual training regimens for their respective sports," said Anand Iyer of BBDO Canada. "The training series offer an incredibly challenging full-body workout. We know the ParaTough Training Series will show people just how amazing our Canadian Paralympians are and inspire fans to cheer on the Canadian Paralympic Team as they compete in Rio in September."

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