In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.
Date: September 2007
Author: Created by Publicis Mojo for the Australian Paralympic Committee.