Brazilian Paralympic Committee launch campaign to promote athletes ahead of Rio 2016

The Brazilian Paralympic Committee (CPB) has launched an initiative aimed at promoting the nation’s athletes ahead of Rio 2016.

The campaign, entitled “Paralympic Heart”, will include three different stages.

A one-minute video featuring some of the country’s most recognised Paralympians, directed by Biruta Filmes, has been created to go alongside the launch.

Three-times T47 200 metres world champion Yohansson Nascimento, whose most recent triumph came at the International Paralympic Committee (IPC) Athletics World Championships in Doha, has taken part in the video along with wheelchair tennis player Natália Mayara, goalball star Leomon Moreno and cyclist Jady Malavazzi.

Shorter 15 and 30-second versions of the film have also been created for social media and it is hoped it will generate interest among Brazilian residents with the Paralympic Games in Rio less than a year away.

“Obviously, we looked to the Rio 2016 logo, which represents the heart of the Paralympic athlete,” CPB President and IPC vice-president Andrew Parsons said.

“Our 'Paralympic Heart' represents the 200 million fans who will be supporting our athletes, all in the same rhythm, celebrating and helping us to get to the top of the podium, the place we deserve to be.”

The scheme has the support of a number of Brazilian Paralympic Ambassadors such as footballers Romário, who retired from the game in 2009, and Ronaldinho, who currently plies his trade for Fluminense.

Others who are giving their backing to the “Paralympic Heart” campaign are three-times French Open winner Gustavo Kuerten and former Formula One world champion Emerson Fittipaldi.

The campaign was officially revealed during Brazil’s 2015 Paralympic Awards and CPB marketing director Ana Bacellar hopes it will entice fans in the build-up to Rio 2016.

“Our goal with the campaign is to engage all the Brazilian fans,” Bacellar said.

“The first of the three stages will feature a film entitled #NaMesmaBatida (#InTheSameBeat), which will be shown until the Paralympic Games.

“We do want to focus on passion, because that is what does not let us give in.

“We want to wake up the Brazilians' passion for the Paralympic Movement."