Thursday , 29 October 2020


Opening for the project 'Become the Light' by the International Olympic Committee

The International Olympic Committee (IOC) has launched a new integrated brand campaign, “Become The Light”, that aims to promote the Olympic values of excellence, friendship and respect. The campaign uses “light” as the symbolic representation of the Olympic values. Through a series of public service announcements, the campaign 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.

Supporting the IOC’s vision of building a better world through sport, the campaign invites participants to make a “donation” of their physical activity, recorded through the Olympic Channel. In keeping with the campaign theme of “light”, the IOC will convert recorded activity into tangible support for refugees, by providing sustainable, solar powered lighting solutions for the Mahama Refugee Camp in Rwanda in cooperation with UNHCR.

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