We’re incredibly proud to announce that the campaign Poke and Publicis have been building for the IOC kicks off this week.
Taking inspiration from the PSA created by Publicis, we’ve build a digital activation that invites participants to make a “donation” of their physical activity, recorded through the Olympic Channel. The objective? Bringing light to refugee camps, starting with Mahama Camp in Rwanda.
We know that more than 90% of people in refugee camps get less than 1 hour of light after sundown. As the sun sets, lives are affected to the point where homework is not possible, sport and play is limited and development suffers.
“Become the Light” invites everyone to get active and get involved by visiting www.olympicchannel.com/light where they can connect their fitness tracker to our campaign hub. The donated steps will be matched with funds to provide light to the camp.
Watch our inspirational campaign video here and stay tuned for more details as the campaign unfolds. And remember, getting involved is as easy as getting active, and you can #BecometheLight!