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Canadian Paralympic Committee releases COVID-19 video

The Canadian Paralympic Committee has released a promotional video intended to reassure viewers during the COVID-19 pandemic. Developed by BBDO, the 30-second video features a number of Paralympic athletes who describe their own experiences with sudden changes in the ways they live their lives.

The creative was produced in self-isolation by BBDO production division Ricochet, with each athlete recording their voiceover at home and submitting it online. The edited voiceover is accompanied by a montage of pre-existing still images. The ad will run on the properties of the committee’s media consortium and online, in English and French.

“For many Canadians, the anxiety of this experience feels so acute because it seems so unprecedented,” said Martin Richard, executive director of communications and brand at the Canadian Paralympic Committee. “But in another way, many athletes with a disability have been through emotional experiences like this. Your life is dramatically changed due to circumstances beyond your control, and only you get to decide how you move forward.”

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