IOC launches Olympic Brand Campaign “Become the Light”
- Published: 23 November 2017
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.
“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.”
The “Become the Light” campaign begins as the world counts down to the Olympic Winter Games PyeongChang 2018 and the Olympic Torch Relay progresses around the host country, the Republic of Korea, with its message of hope and inspiration. 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”.
“As an Olympian, I truly believe athletes have a crucial role to play to inspire the next generation, especially those who share a passion for sport, as sport can unite the world, breaking down barriers and having a positive impact on society,” said Angela Ruggiero, Chair of the IOC Athletes' Commission.