IOC Targeting Youth With Newest Extension Of Ad Campaign
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IOC Launches Second Phase Of
Its "The Best Of Us" Ad Campaign |
The IOC today launched the second phase of its "The Best Of Us" ad campaign, an online effort encouraging youth to "interact with champion athletes," according to Stuart Elliott of the N.Y. TIMES. The new effort, "The Best of Us Challenge," invites youths ages 12-19 to "create video clips." The clips are intended to "show them responding to challenges from athletes," and are "not intended to encourage participants to take risks or act dangerously." Elliott notes the "dares are meant to be playful and lighthearted: How many clapping push-ups can you do in 30 seconds? How long can you balance a stick?" IOC Dir of Television & Marketing Services Timo Lumme said, "We can't stand still. We want to maintain the relevance of the Olympic Games as a sporting and cultural event. If we’ve done our job, not only will young people watch sports, but they will participate in sports and adopt some of the worthy values of sports in their everyday lives." The IOC will post official rules of the challenge on its Web site, Olympic.org, and the "video clips from youths answering the athletes’ challenges -- or issuing challenges of their own -- are to be uploaded to the Olympic Web site." Prizes include trips to the '10 Vancouver Games, as well as the first ever Youth Olympic Games, held next August in Singapore. The campaign, via Cole & Weber United, Seattle, will "have a presence in social media like Facebook and Twitter." YouTube will "host the videos for the Olympic Web site, and will have a channel for the challenge." Lumme vowed the IOC will "take steps to make sure all content that is user-generated will be appropriate, and appropriate for young people" (N.Y. TIMES, 10/14).
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