All athletes inspire. They inspire Canadians. And those are the stories that we want to bring to the Canadian public during the Paralympic Games. The Paralympic Games provide us the opportunity of increased awareness of the sport.
We want to make sure that the younger generation sees themselves doing Paralympic sports. We have a campaign entitled “It's More Than Sport” that showcases the benefits of sports, the benefits sports bring as a lifelong skill. During the Paralympic Games, in the 100 days leading up to the games, we're ensuring that this PSA campaign is shown on all our media partners' platforms to drive the awareness that sport is available to all.