Most people don’t tune into the Paralympics because they don’t consider Paralympians as "real" athletes. So to show people just how tough and "real" our Canadian Paralympians are, we created a full follow-along workout series (like P90x) led by Canadian Paralympians. Think you’re tough enough to keep up? Good luck…you’ll need it. We launched a 30 second spot promoting the workout series and directed them to paratough.com where all the workout videos were housed.