Braskem launches campaign to support athletes competing in the Paralympic Games in Lima

A sponsor of the Brazilian Parathletics Team  since 2015, Braskem launched, on August 23, a marketing campaign to support the athletes competing in the Parapan American Games, to be held on August 23 to September 1, in Lima, Peru. The company also is a sponsor of the event’s broadcast on the channels of SporTV, where the film will be aired during the competition. The campaign also will appear on the digital platforms Facebook, Instagram, YouTube, Teeds, Verizon and Seedtag.

Entitled “Mais do que Para,” the campaign gives new meaning to the prefix “para” used to refer to the athletes to highlight that they are just ordinary people who train and live like everyone else. “The campaign actually invites society to change its way of looking at the subject, seeing the athletes for who they are, people who never stop,” explained Ana Laura Sivieri, Global Corporate Marketing manager at Braskem.

Created by the ad agency Africa, the spots show how the athletes never stop training, never stop dedicating themselves, never stop giving their best in each competition, in other words, they never stop. To convey that idea, the campaign features the athletes Lorena Spoladore, Renato Spoladore, Vinícius Rodrigues, Raissa Machado, Yohansson do Nascimento and Claudiney Santos, who already have brought home to Brazil various medals and records.

“We believe that sponsoring the Parathletics Team gives life to our purpose of improving people’s lives by creating sustainable solutions in chemistry and plastics. Investments in innovation enable people to do today what not long ago seemed impossible. We’re very proud to support the athletes in yet another competition and hope that the campaign invites the public to root for them together with us,” said Ana Laura.

The campaign shows how parathletes have made Brazil a powerhouse in world sports. In the last three editions of the Paralympic Games, the country ranked among the top ten countries, while in the Parapan American Games, in five editions, Brazil has won over 1,000 medals and is the top country in the medals table, considering all events.

And plastic plays an essential role in Paralympic sports. The material is used in prostheses, which makes them lighter and more comfortable for athletes, consequently helping them to maximize their performance. Braskem’s sponsorship supports over 40 athletes on the parathletics team, in track and field competitions.

“The film adopts a dynamic and lighthearted language designed for various formats. The project was led by artist Naruna Costa and received contributions from the athletes,” said Aaron Sutton, creative director at Africa. “Despite the performance scenes, we focused completely on everything that never stops in the life of these medal winners: the joy of competing and the drive to keep winning, just like any other athlete,” said Sibely Silveira, another creative director at the agency.