Pfizer Canada Inc.

Canadian Paralympic Committee

Canadian Paralympic Committee

March 09, 2010 10:00 ET

Pfizer Encourages Canada to Pay it Forward

Sets goal to raise $50,000 for Paralympians this March 2010

TORONTO, ONTARIO--(Marketwire - March 9, 2010) -

Editors Note: There is a photo and a video associated with this press release.

Sparked by the spirit and determination of the Canadian Paralympic Team, long-time supporter Pfizer Canada is encouraging Canadians to show their pride by viewing and sharing a short film featuring Canadian sledge hockey star and gold medallist Todd Nicholson.

The film entitled Believing in Yourself debuts on March 9, 2010 at, Pfizer's popular, free, made-in-Canada holistic wellness site.

Every time a supporter views the film and forwards it to a friend or loved one, Pfizer will donate $5 to the Canadian Paralympic Team ― over and above its partnership commitments. The film can also be shared on Facebook, Twitter, Digg and other social media sites.

"Our goal is to raise an extra $50,000 over the next three weeks as our nation celebrates the power, spirit and skill of Paralympic athletes like Todd, who is an inspiration on and off the ice," says Ghislain Boudreau, Vice-President Public Affairs and Stakeholder Relations, Pfizer Canada. The company has been a steadfast supporter of Paralympic sport in Canada since 1996, contributing more than $2 million to the Team.

"Canadian Paralympians have a lot to teach us all about living a healthy, inspired life; pushing the limits of athletic performance; and most of all, the power of believing in yourself," explains CEO of the Canadian Paralympic Committee, Henry Storgaard. "This March, the Canadian Paralympic Team for the Vancouver 2010 Paralympic Winter Games have the opportunity of a lifetime to compete right here at home. We hope Canada will join with us to show their support and appreciation by sharing this film and most of all, their pride in our team."

Paralympic pride

Filmed in Toronto, the film begins with a close-up of sledge hockey player Todd Nicholson training in an empty gym. The film was created in collaboration with zig — one of Pfizer's advertising partners.

As Nicholson, a four-time Paralympian, continues the grueling workout with steely determination, a narrator describes the obstacles and setbacks he was able to overcome on his way to earning a place on Team Canada. A promising young hockey player, Nicholson was paralyzed in a car accident in 1987. In 1992, he joined Canada's Paralympic sledge hockey team and has played at the international level ever since.

In 2006, Nicholson was selected to carry the Canadian flag during the opening ceremonies, and helped Team Canada capture gold on the ice. The film ends with a celebratory look back at Torino 2006 and the reminder that to be truly healthy, it takes more than medication.

Viewers are also invited to visit, a made-in-Canada site devoted completely to helping Canadians live healthier lives by providing bite-sized, actionable, non-medicinal holistic wellness information. As with all More than Medication® initiatives, Pfizer medicines are not mentioned and there is no advertising.

Earlier this year, Pfizer and the Canadian Paralympic Committee joined forces to release Kids of Courage, a free e-book for Canadian families available online at Families can view the e-book online; download a free PDF and listen to audio recordings. 40,000 printed copies of the book were donated to Canadian schools and libraries. Braille and audio versions are also available for educators.

About Pfizer Canada

A steadfast supporter of the Canadian Paralympic Team for more than a decade, Pfizer Canada Inc. is the Canadian operation of Pfizer Inc, the world's leading biopharmaceutical company. The company is one of the largest contributors to health research in Canada. Our diversified health care portfolio includes human and animal biologic and small molecule medicines and vaccines, as well as nutritional products and many of the world's best-known consumer products.

Every day, Pfizer Canada employees work to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. We apply science and our global resources to improve the health and well-being of Canadians at every stage of life.

Our commitment is reflected in everything we do, from our disease awareness initiatives to our community partnerships, to our belief that it takes more than medication to be truly healthy. To learn more about Pfizer's More Than Medication® philosophy and programs, visit For more information about Pfizer Canada, visit

About the Canadian Paralympic Committee

The Canadian Paralympic Committee ("the CPC") is a non-profit, private organization with 43 member sports organizations dedicated to strengthening the Paralympic Movement. The CPC is responsible for creating an optimal high-performance environment for Canadian Paralympic athletes to win at Paralympic and Parapan American Games. By supporting Canadian Paralympic athletes and promoting their success, the CPC inspires all Canadians with a physical disability to get involved in sport through programs delivered by its member organizations. The Canadian Paralympic Committee is currently preparing for the Vancouver 2010 Paralympic Winter Games, taking place from March 12 – 21, 2010 and where 55 Canadian Paralympic athletes will compete in Para-Alpine skiing, Para-Nordic skiing (cross-country skiing and biathlon), sledge hockey and wheelchair curling. For more information, visit

More Than Medication is a trademark of Pfizer Inc./Pfizer Canada Inc. Licensee.

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