Canadian Paralympians have sent a message of support ©CPC

Canadian Paralympic Committee (CPC) has published a video featuring Paralympians seeking to highlight the emotional challenges of the coronavirus crisis, but aiming to reassure the public there is a way forward.

The video highlights on Paralympians own experiences, with their lives changed suddenly by disabilities.

The comparison is drawn to the current crisis, where members of the public have seen their life and plans put on hold.

“For many Canadians, the anxiety of this experience feels so acute because it seems so unprecedented,” said Martin Richard, CPC executive director of communications and brand.

“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."

The CPC added that the organisation and athletes had seen their plans for this year changed, due to the postponement of the Tokyo 2020 Paralympic Games until 2021.

The CPC partnered with BBDO Canada to develop the 30-second film.

BBDO’s in-house production arm Ricochet worked with the athletes over email on how to maximise sound quality while recording themselves in their own homes, with the video created in self-isolation.

The narration was then paired with photography originally captured by AJ Messier for CPC at their Athletes Summit in January.

“Working with our client, we identified a deeper insight surrounding the emotional journey of having your life affected by disability, and how sharing those experiences can give hope and support during these times,” said Chris Booth, BBDO Canada executive creative director.

The film has been produced in both French and English.

BBDO Canada had previously partnered with CPC for their Greatness is Rare campaign, which shared achievements of Canada’s Paralympic athletes during the Pyeongchang 2018 Paralympic Winter Games.