Special to NYSportsJournalism.com
April 24, 2016: With just about 100 days to go until the Opening Ceremony for the 2016 Olympics, the International Olympic Committee has launched a multi-platform campaign under the umbrella theme, “Together We Can Change the World.”
The effort is anchored by a series of spots that will air globally communicating "the Olympic Movement’s vision of building a better world through sport."
The spots air on Olympic broadcast partners as well as the IOC's Web site.
Support includes a dedicated site where visitors can get information and details about the IOC and the Summer Games in Rio de Janeiro.
Social media activation is planned to start on Olympic Day, June 23, to support #OlympicPeace.
Voiceovers for the spots, recorded in English, Spanish, French and Portuguese, include Uma Thurman, Juliette Binoche, Paz Vega and Tais Araujo.
The soundtrack for the films was produced by Questlove, who re-recorded his song, “The Fire” (originally by Questlove and The Roots), with musicians including Lenny Kravitz, Nneka, Yuna, Diogo Nogueira and Corinne Bailey Rae.
The campaign was unveiled to coincide with the Olympic Flame lighting ceremony in Athens, which will ultimately make its way to Rio for the Olympic Games.
“Like no other human activity, sport is about bringing people together in the spirit of friendship and respect," IOC president Thomas Bach said at the ceremony. "Sport always builds bridges, it never erects walls.
"In a world shaken by crises, the message that our shared humanity is greater than the forces that divide us, is more relevant than ever before. By coming together in unity to celebrate the rich diversity of our shared humanity, the Olympic Games give us all hope that a better world is possible. Together, we can change the world.," said Bach.
Although the campaign focuses on sports, it expands its reach to include social activism and entertainment.
The lead spot, "Together," shows scenes of athletes training and working, some against the backdrop of national and local strife. (See the full spot here.)
"I am committed. Always learning. Always pushing. I am running. But not for my life," a voiceover says. "I am a football field. Not a battlefield. I am a mother. A father. I am two jobs. I am jumping. Shooting. Swimming. Toward a new world. I am not alone. I am a room full of friends. A crowd full of cheers. I am full of wonder. I am you. And together, we can change the world."
The other three 30-second spots — "Breath," "Respect" and "Counting Stars" — each tell the story of the "core Olympic values and their role in enhancing a united world through sport," according to the IOC.
IOC global partners include Atos, Bridgestone, Coca-Cola, Dow, GE, McDonalds, Omega, Panasonic, Samsung, P&G and Visa.
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