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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)<\/b><\/span> is unveiling a new mobilization and fundraising campaign. Designed by Wink Strategies, the initiative \u2014 titled \u201cLet Canadian talent shine at the Tokyo Deaflympics\u201d<\/b><\/span> \u2014 aims to support the 48 Deaf and hard-of-hearing athletes who will represent Canada on the international stage this fall.<\/p>\n For the CDSA, this campaign is a major undertaking: raising $100,000<\/b><\/span> to fund the participation of its athletes, while also raising public awareness around the realities of Deaf sport in Canada.<\/p>\n \u201cTo reach this fundraising goal, we wanted to spark a true sense of national pride. When athletes compete, they carry Canada\u2019s colors. Making a donation is not only helping Deaf athletes reach the Deaflympics \u2014 it\u2019s contributing to Canada\u2019s presence and spirit on the international stage, and recognizing the diversity of stories and voices that shape our country,\u201d explains Laurie Marcellesi, Director of Strategy at Wink Strategies.<\/p>\n 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.<\/p>\n Beyond fundraising, the CDSA seeks to promote national unity through the unifying power of sport, while highlighting inclusion, diversity, and excellence beyond communication barriers.<\/p>\n To bring this collective ambition to life, Wink Strategies produced a campaign film shot in Ontario and Quebec, featuring several high-level athletes \u2014 including Sasha Laoun, one of the world\u2019s top Deaf golfers.<\/p>\n 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.<\/p>\nA campaign built around pride and national unity<\/b><\/h3>\n
A campaign brought to life through powerful visuals and real athletes<\/b><\/h3>\n