Become the Light -- ATRadio

(ATR) The new IOC branding campaign aims to turn on the light for refugees.

(ATR) The new IOC branding campaign aims to turn the lights on in a Rwanda refugee camp.

That's just one of the objectives of "Become the Light", the campaign launched this month as part of the buildup towards the 2018 Olympic Winter Games in PyeongChang, South Korea.

The campaign includes TV spots distributed to broadcast partners around the world and video featured on the Olympic Channel. But in keeping with the increasingly connected world, Become the Light also challenges participation from people around the world to become active, their endeavors tallied to help fund the refugee lighting program.

Around the Rings Editor Ed Hula talks with the IOC’s Strategic Communications Director Becky Edwards about the initiative in this edition of ATRadio. Listen to the full conversation below.

Written by Ed Hula

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