Advertising company oOh! has announced a new campaign aimed at generating funds for Australia’s athletes who are due to compete at next year’s Paralympic Games in Rio de Janeiro.
Along with the help of the Australian Paralympic Committee (APC) and Qantas, one of the country's leading airlines, a series of videos and posters will be displayed in 11 airport terminals, as well as 17 Qantas Clubs, business and chairman lounges nationally.
It is hoped the “Road to Rio” initiative, due to run from November until the end of February, will help increase the level of donations to the APC as they continue preparations for Rio 2016, it is claimed.
oOh! has injected around AUD$1 million (£467,000/$722,000/€638,000) into the project and the company will also donate five per cent of every advertising package booked going into the first half of 2016.
“The stories of Australia’s Paralympic athletes are inspiring and our Road to Rio initiative is aimed at helping these determined and courageous athletes achieve their dreams," oOh! chief executive Brendon Cook said.
“It’s an opportunity for major advertisers and the entire media industry to rally together and support the Australian Paralympic Team, one of the nation’s most important sporting teams, to get to Rio next year.”
The APC expect around 170 of their athletes to qualify for the Rio 2016 Paralympics, which will be held from September 7 to 18, and chief executive Lynne Anderson praised the help of their sponsors ahead of the Games.
"The work we do at the Australian Paralympic Committee helps shape community attitudes towards disability and helps Australians with a disability to participate in sport to the level of their choice,” she said.
“Our work with partners such as oOh! and Qantas is central to delivering our team to the Games and with their belief in Australia’s Paralympic athletes, together we can continue changing lives through the power of sport.”
The agreement between the three parties was also heralded by Beijing 2008 wheelchair basketball gold medallist Tristan Knowles.
“Support from oOh! and Qantas along with the donations from the general public make a huge difference," he said.
“Without them, we wouldn’t have the opportunity to compete at the highest level possible.”
September 2015: Australian Paralympic Committee receive financial boost ahead of Rio 2016
August 2015: Anderson appointed chief executive of Australian Paralympic Committee
July 2015: Australian Paralympic Committee renew deal with Speedo for Rio 2016
June 2015: Australia appoints McLoughlin to replace Hellwig as Chef de Mission for Rio 2016 Paralympics
March 2015: Hellwig steps down as chief executive of Australian Paralympic Committee