The United Nations has appointed Krow to develop a campaign that will promote the “Olympic idea” of using sport to help young people.
The agency has been appointed to create a film to support International Inspiration, the programme designed to deliver London 2012’s promise to engage and inspire youth of the world through sport.
The film, aimed at senior executives, is intended to encourage sponsors of the Olympics to support sports development programmes around the world. International Inspiration aims to reach 12 million children by 2012.
The scheme is run by government through UK Sport. A wide range of partners are also involved in the venture including Unicef UK, the British Council, government departments, and sporting organisations such as 2012 organisers Locog and the Premier League.
Krow was appointed after a two-stage pitch against undisclosed agencies. The film will be produced by Infinity Productions and will illustrate how sport can transform the lives of children around the world. Krow and Infinity will provide their services on a pro-bono basis.
Verity Rowles, Unicef New Business Development Manager, speaking on behalf of the International Inspiration, says: “This film will be the first formal introduction of the International Inspiration programme to the 2012 Olympic Games Sponsors.”
She hopes that sponsors will be moved to contribute to the “global legacy” of the London games.
International Inspiration aims to deliver on the “Singapore Vision”, the promise made by the London 2012 bid team to “reach young people all around the world and connect them to the inspirational power of the Games so they are inspired to choose sport”.