The U.S. Olympic team is one of the few that doesn’t receive funding from the government. To shine a light on U.S. athletes and the people who help them make it to the Games, the U.S. Olympic Committee has launched “Raise Our Flag,” a campaign that kicked off this morning in New York’s Times Square with help from Cohn & Wolfe.
Starting today and through July 12, visitors to TeamUSA.org can buy a stitch in the flag that the American team will carry during the opening ceremony of the London Olympic Games, which start on July 27. The $12 will also serve as a donation to support the U.S. Olympic and Paralympic teams. Donors will see their names added to a Donor Wall where it can be dedicated to someone special and shared on social networks.
This morning’s event featured a number of gold-medal-winning Olympians including Greg Louganis (for diving in 1984 and 1988) and Shannon Miller (for gymnastics in 1996). In addition to the online virtual flag that will keep tabs on the number of stitches purchased, an actual flag will be created by Annin Flagmakers, the company that restored the 9/11 flag that Team USA carried at the opening ceremony of the 2002 Olympic Winter Games in Salt Lake City.
Young & Rubicam and digital marketing agency VML are also working on the integrated campaign. All are WPP firms.
Yesterday, P&G launched a campaign in the lead-up to the Olympic Games. The Games are 100 days away.