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RKCR/Y&R Makes Fundraising Case For British Paralympic Association

By

Robert Goldrich
Monday, Jan. 11, 2016

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This British Paralympic Association (BPA) spot from London agency RKCR/Y&R is part of an initiative to urge the British public to help “Supercharge ParalympicsGB,” mustering financial support for these athletes over the course of 2016 and beyond.

Deploying footage of BPA members in competition, the spot freezes momentarily on a sprinter, at which point the message appears on screen, “How far we all go depends on you.” The action resumes as we see inspiring performances from varied BPA athletes.

Supercharge ParalympicsGB represents the first time that the BPA has launched such a major public facing campaign to generate support and raise funds for ParalympicsGB. The ParalympicsGB team will face its toughest competition yet in Rio with standards increasing across all sports among other nations and that is likely to become even harder over coming Games.  Following a successful home Paralympic Games in London the team also faces a decade of long haul travel--with upcoming Games in Rio, Pyeongchang, Tokyo and Beijing. It will be more challenging and expensive than ever before for the BPA to support athletes that in turn can inspire real change across society through their performances.

The BPA, a registered charity, has historically received some public fundraising support but the “Supercharge ParalympicsGB” campaign intends to take this to a whole new level. 

Credits

Client British Paralympic Association Agency RKCR/Y&R, London Alix Pennycuick, creative director; Gethin Stout, art director/copywriter; Alex Bamford, art director; Paul Sparrow, branding & design lead; Kate Manning producer; Tom Barnes, photographer. Postproduction GPS

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