Athletes with disabilities reassure the public during the coronavirus pandemic with messages of hope, in a moving spot from the Canadian Paralympic Committee.
The spot, by BBDO Canada, reminds us that, perhaps more than anyone, Paralympians know what it's like to deal with life-changing events. "We know what it's like for your whole world to change overnight," begins the voiceover. "We know what it's like to face an uncertain future ... to not be able to put a date on things getting easier. But we know that one day, they will."
“For many Canadians, the anxiety of this experience feels so acute because it seems so unprecedented,” says Martin Richard, executive Director, communications & 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.”
In order to create the PSA in self-isolation, BBDO Canada’s in-house production arm Ricochet worked with the athletes by email, providing instructions on how to maximize sound quality while recording their voiceovers at home. The narration was then paired with photography captured by AJ Messier for the CPC at their Athletes Summit in January.