IOC TOP sponsor Omega will eschew its traditional ceremonial countdown clock in favor of 12 charitable projects in Rio de Janeiro neighborhoods between now and the start of the ’16 Games. Omega, the official Olympics timekeeper, yesterday announced it will fund a refurbished center for pregnant women and mothers in the Rio neighborhood of Costa Barros. Omega and its charity partner, Viva Rio, will tackle 11 more communities each month between now and next July, focusing on improving facilities and programs for young families. “Our partnership with Viva Rio ensures that many young people in Rio will get the best possible start in life,” said Omega VP/Marketing Susanne Strombom. “Together, we can benefit various communities and give them the tools to develop and grow.” Omega is among the first major Olympics sponsors to detail its activation plans in Rio. Sponsorship experts said many sponsors have been slower to roll out campaigns, carefully strategizing their best way of leveraging the Olympics amid a severe depression in Brazil. The Omega campaign also includes a social media element. For each user that creates a heart symbol and uses the hashtag #OMEGAVIVARIO, Omega will donate $0.16 to Viva Rio. Omega also added three Brazilian sailors to its roster of sponsored Olympians: Torben Grael, daughter Martine Grael and her partner, Kahena Kunze.
