Become The Light was another pitch winning platform built on the insight ‘nine out of 10 people in refugee camps have no access to lighting’.
The audience are invited to dedicate their physical activity, recorded by fitness devices such as Fitbit and Strava while being encouraged to compete with their friends, Olympians and the “Olympic+” community online.
All the activity collectively achieved, will be converted into “sparks”.
The IOC then donates those ‘sparks’ to the UN’s refugee agency, UNHCR, which will provide lights to illuminate the Mahama camp in Rwanda, which houses 55,000 refugees.
The campaign is backed up by a documentary piece and worldwide TV spot.