The Canadian Paralympic Committee (CPC) is launching a new initiative to mark the 50 days until the Paralympic Games in Paris.
As part of the “Ignite the lights across Canada” initiative, the CPC ran a show of lights on July 9 at more than 50 landmarks and iconic buildings across the country. Some of the shows will take place at the CN Tower, Niagara Falls, Calgary Tower, BC Place and Montreal’s La Grande Roue.
The activation kicked off the Paralympic Foundation of Canada’s major fundraising campaign, “Ignite the Light,” designed to generate excitement for the upcoming Games. The campaign offers Canadians to purchase virtual seats and support the Canadian Paralympic Team. Both the activation and the campaign are being promoted through paid social networks.
Erin Blaskie, director of marketing and communications at the CPC, tells Media in Canada that the initiative aims to highlight the committee’s commitment to sport and convey a message of national unity, inclusion and pride in the achievements of Canadian Paralympic athletes.
According to her, one of the CPC’s challenges is the lack of recognition for Paralympic athletes’ stories and achievements in the country, as well as the lack of inclusion in public opinion. However, the shows help the team address those challenges, as it captures the audience’s attention and leads viewers to wonder what the committee is all about, Blaskie notes.
“By leveraging the power of iconic landmarks and social media engagement, we aim to amplify our message, drive national and global support, and highlight the importance of inclusion and excellence in Paralympic sport,” she says.
CPC aims to reach all Canadians, with a special focus on families, sports enthusiasts and supporters of inclusion and diversity. Psychographically, they are targeting people who value inclusion, celebrate diversity and are inspired by stories of overcoming, says Blaskie, adding that this audience is likely to be community-oriented, socially conscious and committed to promoting positive change.
“This approach not only enhances our brand visibility but also strengthens our mission of promoting inclusivity and excellence in sport,” she says.