Athletes with disabilities send messages of hope in ad from the Canadian Paralympic Committee

Spot by BBDO reminds us they know how to deal with life-changing circumstances

Published On
Apr 23, 2020

Editor's Pick

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.


Apr 23, 2020
Client :
Canadian Paralympic Committee
Agency :
Executive Director of Communications & Brand :
Martin Richard
Manager of Content and Digital Media :
Emily Gentes
Copywriter :
Jacob Pacey
Art Director :
Brendan McMullen
SVP Creative Director :
Chris Booth
SVP Creative Director :
Derek Blais
VP Planning :
Dan Koutoulakis
Planner :
Alexandra Jo Heller
SVP Business Director :
Rebecca Flaman
Group Account Director :
Tania Montemarano
Account Executive :
Alexandra Hughes
VP Head of Broadcast :
Beatrice Bodogh
Copywriter :
Patrick Emiroglou
Vice-president Operations :
Glen Cambridge
Account Supervisor :
Julie McGregor
Production :
Producer :
Sarah Sutherland
Senior Editor :
Matthew Dell
Audio Production Manager :
Mike Rosnick
Junior Editor :
Raquel Velasquez
Photography :
AJ Messier
Print Production :
VP Director of Studio :
Matt Eves
Retoucher :
Jano Kirijian
Sr Production Artist :
John Rodrigues
Sr Print Production Manager :
Tom Burton

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