Athletes are at the heart of the IOC’s new campaign that encourages people to get active while promoting the Olympic values
As the world gets ready to savour the inspirational performances of athletes at the Olympic Winter Games PyeongChang 2018, the IOC has launched a new campaign promoting the core values of Olympism by highlighting how athletes act as lights or beacons of positivity.
Using light as the symbolic representation of the Olympic values, “Become the Light” aims to spread the values of excellence, friendship and respect and show how athletes’ achievements can motivate people across the world – both during the Olympic Games, and every day of the year.
Here, we give the lowdown on the campaign and how you can get involved.
What’s it all about?
The Become the Light campaign features a series of inspirational films that show athletes emanating light while competing in the seven winter sports. The light represents the Olympic values and shines the spotlight on athletes, whose performances inspire people around the world.
In turn, the IOC is encouraging members of the public to Become the Light themselves and get active. By linking their fitness tracking devices to the Olympic Channel’s online hub, people around the world can make a “physical” donation to the campaign every time they exercise.
“What we see through this campaign is really how [the Olympic] values are demonstrated by the athletes and they are those beacons of light,” says Daniela Negreda, Senior Manager of IOC Marketing Services. “They are really the ones who carry our message throughout the world.”
How does it help?
Around the world, 1.2 billion people suffer from light poverty. Building on its global commitment to refugees, the IOC – together with UNHCR, the UN Refugee Agency – is working to bring solar-powered lighting to refugee camps.
For every step that the Become the Light participants take, the IOC will convert their efforts into sustainable lighting solutions for the Mahama refugee camp in Rwanda. The donations from the IOC will light up streets, households and sports areas, helping more than 55,000 refugees.
To find out more information, get involved, and watch the films, go to olympicchannel.com/light
What the athletes say
Some of the athletes who took part in the films share their thoughts on what Become the Light means to them…
“To be the next person who stands out on that Olympic stage”
Cam Frear, ice hockey
“Having the courage in your own abilities to step forward and put yourself on the world stage”
Nate Henry, short track speed skating
“To inspire younger people”
Eleanor Adviento, curling
“When you’re in the spotlight and you get the chance to show what you’ve been training for”
Miguel Porteous, freestyle skier
“To not only represent yourself and your country, but also a subset of groups that you represent in society, and to use that as a catalyst to do your absolute best”
Blake Skjellerup, short track speed skating