Launched during celebrations held at Parliament Hill in Ottawa for Canada Day, held annually on July 1, the multi-platform campaign will attempt to showcase the excitement of Paralympic sports and the toughness of the Canadian athletes set to compete at Toronton 2015 by looking at their unique and varied stories.

The campaign has been produced by partner agency BBDO Toronto, with the title of “The Games are Tough: the Athletes are Tougher” and it will see a variety of print advertisements from full page magazines to billboards in an attempt to showcase the athleticism of the para-athletes.

Additionally there is a television advertisements focusing on London 2012 cyclist Jaye Milley, while several radio spots are set to highlight what is required to be an elite level athlete in swimming, rugby and athletics.

"The campaign is a true reflection of our brand and the strong traits of world-class Paralympic athletes," said Martin Richard, executive director of communications and marketing for the CPC.

"We're thrilled to share our athletes' powerful stories and engage Canadians through a wide variety of media including television, radio, print, digital.

“Not only do you get to discover the toughness of our athletes on and off the playing field, but you can test your skills at one of our experiential activations across the Greater Toronto Area and share it on social media using #PARATOUGH."

Additionally 16 short films are set to be put online from July 1 to 16, with a film released each day as the excitement builds ahead of the Games opening on August 7.

Milley’s film was the first to be launched today, while 53-year-old table tennis player Ian Kent, nine-time Paralympic swimming champion Benoit Huot and women’s wheelchair rugby star Janet McLachlan will be will be among the other athletes to be featured.

"Sports fans across Canada are gearing up for an exciting summer during this year of sport in Canada,” said Bal Gosal, Canada's Sports Minister

“Starting in just over a month, the Toronto 2015 Parapan American Games will be an unprecedented opportunity to introduce Canadians to our top para-athletes and spread the word about the strength of the Paralympic Movement in Canada

“The stories of our Parapan Am Games athletes will inspire and encourage Canadians of all abilities to participate in sport and physical activity.

“I invite all Canadians to get involved with the Games, whether by attending them in person, tuning into the coverage on CBC and Radio-Canada, or sharing the excitement on social media."

The Parapan American Games are due to start on August 7 and will come to an end on August 15.

The short films can be viewed on the Canadian Paralympic Committee's website here

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