The Paralympic Network
Award: Wood Pencil
Wood Pencil / Integrated / Innovative Use of Media / 2019
Due to a lack of media coverage, the incredible accomplishments of Paralympic athletes were going unseen. In response, we created our own social broadcast network inviting fans to become broadcasters. On our website, events organized by sport, date and time were scheduled for broadcast up to a week in advance. When they went live, it posted to social feeds automatically, extending coverage and creating an entirely new fan base in the process. The campaign resulted in an +11,000% increase in viewership – making the 2018 Paralympic Games the most watched in Canadian history.
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