The IOC has announced that it will be working with global advertising agency United on the development of a new worldwide campaign which is due to be launched later on this year. The main objective of the campaign is to present the Olympic values of Excellence, Friendship and Respect to a youth audience around the world.

The campaign is one of a number of initiatives that the IOC is currently considering as part of an overall strategy of engaging and inspiring young people and future Olympic athletes. The creative content will be communicated using TV, print and new media, as well as events in which young people are invited to participate.

IOC President Jacques Rogge said, "Engaging the youth audience in both the Olympic Games and values is essential to ensuring the future of the Olympic Movement. The promotional campaign is an important part of a wider approach by the IOC to communicate, engage and inspire a new generation of Olympic fans and participants."

The IOC will work with partners in the Olympic Movement, including National Olympic Committees, International Federations, TOP partners and broadcasters to maximise the opportunities presented as part of the campaign. The first ever IOC global promotion was entitled "Celebrate Humanity" and was developed in the build-up to the Sydney 2000 Olympic Games.

(Credit: IOC. Click here for further information.)