Pfizer pays viral tribute to Canadian Paralympians

The pharmaceutical company, working with Toronto-based Zig, has created a viral video to raise funds for Canada's Paralympic Team.

Pfizer Canada is taking its Paralympic pride online with a short viral film that aims to raise funds for Canada’s Paralympic team.

The film, called Believing in Yourself, was created in collaboration with Toronto-based Zig and posted on Pfizer Canada’s holistic wellness site Morethanmedication.ca. The pharmaceutical company is encouraging Canadians to show their support of Canada’s Paralympians by going online to watch and share the film. Every time the film is viewed and then forwarded to a friend or loved one, Pfizer will donate $5 to the Canadian Paralympic Team on top of its pre-existing partnership agreements, with the goal of reaching $50,000 over the next few weeks.

Paralympic sledge hockey player Todd Nicholson is the focus of the viral short. Nicholson was paralyzed following a car accident in 1987, and joined Canada’s sledge hockey team in 1992. The film features him training in a gym while a narrator describing the many challenges he had to overcome in order to earn a place on Team Canada.

‘We really think that the Canadian Paralympians are great role models for Canadians because of their disabilities,’ says Veronica Piacek, director of consumer communications and relations, Pfizer Canada. ‘They have to have even more perseverance and determination to succeed because they’ve had so many obstacles in their life. So, we just think it’s a really inspiring story on how important it is not only to have physical health, but also the mental and emotional health to make your dreams come true.’

Believing in Yourself can also be shared via Facebook, Twitter, Digg and other social media sites.