The “Future Flames” activity celebrates the talent and work young people have done to improve their local area.
The campaign encourages viewers to nominate “young people doing positive things in their communities”. Winning nominees will carry the Olympic Flame in the London 2012 Olympic Torch Relay next summer.
Cinema and TV ads, created by Mother, feature 19-year-old British actor Thomas Turgoose running though urban landscapes with a torch. They also show “inspiring young people” that “bring happiness” to their local areas through sport, music and dance, community and the environment.
Outdoor, digital, experiential and PR activity will back the ads. A radio campaign featuring advertorials and interviews with athletes and celebrities supporting the campaign will run on “youth focussed” Global and Bauer radio stations.