MUMBAI: The International Olympic Committee (IOC) is banking on its digital platform The Olympic Channel for an innovative integrated brand campaign that has just got underway.
The campaign, “Become The Light”, invites participants to make a “donation” of their physical activity, recorded through the Olympic Channel. The IOC plans to convert recorded activity into tangible support for refugees, by providing sustainable, solar powered lighting solutions for the Mahama Refugee Camp in Rwanda. The IOC has partnered with UNHCR, the UN Refugee Agency, to bring sustainable, solar powered lighting solutions to refugee camps.
Through the Olympic Channel campaign hub participants will be encouraged to “donate” their physical activity towards a total amount of energy or “sparks”. Once a goal is achieved, the IOC will make a donation to UNHCR to light up streets, households and sports areas at the Mahama Refugee Camp in Rwanda, assisting over 55,000 refugees.
The “Become the Light” creative idea and digital activation were developed by Publicis London and digital specialists POKE. The public service announcement (PSA) films were directed by the award-winning Jaron Albertin and produced by Smuggler Films while the thirty second digital trailer and seven minute documentary were directed by Max Cutting and produced by Ceen Studio.
The Olympic Channel global digital platform serves as the main digital platform for the campaign, allowing the public to sign up through Olympic+ directly on the campaign homepage, connect their fitness trackers and record their physical contribution as “sparks”. Participants can also compare their activity to the overall Olympic+ Community, their friends and Olympians.
Watch the film here.
The campaign uses “light” as the symbolic representation of the Olympic values and through a series of public service announcements, demonstrates how the inspirational achievements of athletes and the Olympic spirit can motivate people around the world to “Become The Light” and act as beacons of positivity.
There are four different films: A 90″ anthem film, as well as three 30″ films, inspired by the three Olympic values: excellence, friendship and respect. The “Become The Light” PSA films end with a call to action inviting everyone to engage through the Olympic Channel campaign hub. The films will be broadcast around the world in collaboration with the official Olympic broadcasters, as well as on the Olympic Channel’s dedicated platform for the duration of the campaign.
The campaign begins as the countdown to the Olympic Winter Games PyeongChang 2018 begins and the Olympic Torch Relay progresses around the host country, the Republic of Korea. The campaign launch follows the adoption of the Olympic Truce Resolution by all UN Member States on 13 November at the United Nations General Assembly in New York. The Olympic Truce Resolution provides a commitment to support the safe passage of athletes and all participants to the Olympic Winter Games PyeongChang 2018 and promote diplomatic solutions to conflicts around the world, in line with the ancient Greek tradition of the Olympic Truce, “Ekecheiria”.
“Sport is about building bridges, bringing people together in the spirit of friendship and respect.” said Thomas Bach, President of the International Olympic Committee. “In a world of uncertainties, the message that our shared humanity is greater than the forces that divide us is more relevant than ever before. Athletes carry the light and inspire us, giving us all hope that a better world is possible. We are pleased to be able to continue our close cooperation with UNHCR and our support for refugees as part of this campaign.”
UN High Commissioner for Refugees Filippo Grandi said: “Sport can be a lifeline for young refugees uprooted by conflict and violence, forced to abandon their homes, communities and even their families. Sport restores childhood. It helps to heal and restore a sense of normalcy, offering a safe space where children can grow, learn and develop. By providing sustainable, solar powered lighting in refugee camps, we can boost sport and education opportunities for young refugees.”
