With only a few months before the Summer Deaflympics, taking place in Tokyo from November 15 to 26, 2025, the Canadian Deaf Sports Association (CDSA) is unveiling a new mobilization and fundraising campaign. Designed by Wink Strategies, the initiative — titled “Let Canadian talent shine at the Tokyo Deaflympics” — aims to support the 48 Deaf and hard-of-hearing athletes who will represent Canada on the international stage this fall.
A campaign built around pride and national unity
For the CDSA, this campaign is a major undertaking: raising $100,000 to fund the participation of its athletes, while also raising public awareness around the realities of Deaf sport in Canada.
“To reach this fundraising goal, we wanted to spark a true sense of national pride. When athletes compete, they carry Canada’s colors. Making a donation is not only helping Deaf athletes reach the Deaflympics — it’s contributing to Canada’s presence and spirit on the international stage, and recognizing the diversity of stories and voices that shape our country,” explains Laurie Marcellesi, Director of Strategy at Wink Strategies.
The campaign is anchored in a multi-channel digital strategy deployed on social media and across media platforms, designed to rally Canadians from coast to coast.
Beyond fundraising, the CDSA seeks to promote national unity through the unifying power of sport, while highlighting inclusion, diversity, and excellence beyond communication barriers.
A campaign brought to life through powerful visuals and real athletes
To bring this collective ambition to life, Wink Strategies produced a campaign film shot in Ontario and Quebec, featuring several high-level athletes — including Sasha Laoun, one of the world’s top Deaf golfers.
Adapted into multiple formats for web and social media, the video embodies the values championed by the CDSA: inclusion, determination, and a commitment to excellence.
A historic delegation aiming high
Canada’s 2025 Deaflympics delegation is one of the most significant since the country’s first appearance in 1959, bringing together 48 athletes from across Canada. These athletes will compete in nine disciplines:
athletics (marathon and 5000m), badminton, basketball, golf, indoor volleyball, beach volleyball, bowling, tennis, and table tennis.
“It’s an immense honour to wear Canada’s colors at the Deaflympics. But without concrete support, our path forward becomes uncertain,” says Marguerite Morissette, a member of Canada’s Deaf badminton team.
A call for generosity from citizens and organizations
Businesses, foundations, and individuals are invited to contribute to the campaign by donating through the CDSA’s online giving platform or by becoming corporate partners by contacting Alain Turpin, Executive Director of the CDSA.
“Every contribution brings us one step closer to Tokyo 2025. Together, let’s help Canada shine on the international stage,” concludes Alain Turpin.