Canadian Paralympic Committee breaks new campaign
The Canadian Paralympic Committee has begun a new advertising campaign called "Greatness is Rare: Witness it." Developed by BBDO Canada, the campaign is timed to coincide with the upcoming Paralympic Winter Games in South Korea. The effort is intended to raise awareness of and support for Canadian athletes and the small number of people who are able to compete at the Paralympic level.
The first 30-second television commercial features wheelchair curler Ina Forrest. Two additional executions will be released this weekend featuring Para alpine skiing and Para hockey. Digital advertising will accompany the television component. A second phase of the campaign will begin in March to coincide with the start of the games.
"Paralympians are extraordinary athletes with unique skills and capabilities," said Martin Richard, executive director of communications at the Canadian Paralympic Committee. "Few people know what it feels like to compete on the world stage in sport or win medals for Canada, which makes our athletes truly rare. We are seeking to show Canadians they won't want to miss our great Paralympians compete."