Using Social Media to Inspire Change

The Olympic Games in Beijing in 2008 were truly the first digital Games in terms of public viewing. By 2012, digital media will be ubiquitous and the demand for digital coverage will be far higher than in 2008, yet the average age of Games viewers has increased by almost 20 years since 1988. Attracting young people is crucial for the Olympic and Paralympic movement's survival, but, faced with a huge number of competing demands for their time, young people are largely disengaged. London 2012’s vision is to ''use the power of the Games to inspire change'', and the London Organising Committee for the Olympic and Paralympic Games (LOCOG) is determined to engage, inspire and reconnect young people with the Games.