The Canadian Olympic Committee launched a Return-to-Sport campaign on Tuesday designed to inspire and motivate Canadians to live by Olympic virtues to help get the nation through these unprecedented times.
The “It’s Time” campaign will highlight Canadian athletes across the COC’s various platforms in order to demonstrate how they are utilizing those same virtues to get them through adversity in pursuit of society’s larger goal of overcoming the difficulties associated with the COVID-19 pandemic.
To achieve this goal, the COC has built the campaign around three specific pillars: A healthy nation (which consists of all Canadians playing their role in overcoming COVID-19), safe environments (which consists of athletes and fans alike knowing their well-being has been placed above all else), and healthy athletes (which consists of Canadian athletes being both mentally and physically prepared to train and compete).
Ultimately, “It’s Time” is focused on bringing all Canadians, fans and athletes, together in an effort to move forward in a positive, constructive manner, and to remind the country that the most impactful way to do that is through the values inherent in Olympic sport.
In an open letter to all Tokyo 2020 hopefuls last week, Team Canada’s Chef de Mission Marnie McBean distilled that theme eloquently in a message that surely resonates as strongly with fans as it does with athletes.
“As it always has been with sport, we can’t predict the end,” McBean writes. “Win or lose: that’s always been the game of it. One year from now, five years from now, or 20 years from now, you’ll be sharing your story. This (incredibly unique) story.”