Braskem Honors the National Paralympic Athletes Day

Following the “Passion For Transforming” positioning, Braskem, the Brazilian parathletics’ sponsor, has launched a campaign in honor of the National Day of Paralympic Athletes, to be celebrated next Saturday, September 22. The company reverences the achievements of these athletes who, inspired by their passion for sport, have made history in competitions around the world.

In the campaign created by the Africa agency, entitled “Passions Counted in Records”, the life stories of para-athletes Petrúcio Ferreira, Terezinha Guilhermina and Vinicius Rodrigues are told within the few seconds that marked their best times on the track. The 21s17, 12s01 and 12s14 films also break down barriers by challenging the standard Brazilian media formats. Since Saturday, the 15^th, the films are being shown on the company’s social networks and on the sports channels Sportv, Fox, ESPN Brazil and Bandsports.

For the Africa agency, creating a campaign of this magnitude and involving non-traditional activations was essential for a subject that was not yet widely discussed among the Brazilian public namely “the determination and passion of these para-athletes are a true inspiration for us all and, therefore, we have developed a campaign that defies limits and honors all this will of going beyond”, comments the creative directors Sibely Silveira and Samir Mesquita.

“The films were created in the exact time of each one’s records to reinforce the messages of struggle, effort and passion that we wanted to transmit,” explains Ana Laura Sivieri, Institutional Marketing Manager at Braskem. “Hence, we negotiated with the TV channels, who understood the importance of changing the pattern of advertising sales from the usual 15, 30 or 60 seconds. It is, in fact, a paradigm break and we are very happy to carry out this initiative with such an important theme,” she added.

To increase the visibility of the theme throughout September, Braskem is promoting a series of actions. Brazilian Vogue began the campaign with a fashion editorial starring thirteen para-athletes, photographed by the iconic Bob Wolfenson. In the magazine, an overview of the trajectory of sportsmen complements the edition.

Bayard, a sporting goods store, has also joined the tribute. Between September 17 and 24, its Ibirapuera mall unit will assemble a showcase set with the campaign’s visual identity, in addition to para-mannequins and their prostheses.

On the other hand, on the 22^nd, Folha de S.Paulo will highlight the theme, turning the Sports page into “Para sports”, as well as addressing the subject in reports.

Braskem has sponsored the Brazilian Parathletics Team since 2015 and believes that support for Paralympic sports reinforces its belief that chemistry and plastic improve people’s lives. In Brazilian parathletics, plastic has an effective application, as it is present in the composition of the prostheses, making them lighter, comfortable to athletes’ legs and increasing their performance. Sponsorship supports more than 40 different athletes in track and field events.