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“By coming together in unity to celebrate the rich diversity of our shared humanity, the Olympic Games give us all hope that a better world is possible. Together, we can change the world.” Thomas Bach, IOC PresidentIOC Global Brand CampaignIn April 2016, the IOC launched a global promotional campaign to promote the Olympic brand and communicate the Olympic Movement’s vision of building a better world through sport. With the aim of inspiring the spirit of unity, hope and peace for a better tomorrow, the campaign is entitled “Together we can change the world”.The launch of the campaign coincided with the Olympic flame lighting ceremony for the Olympic Games Rio 2016, at which the IOC President, Thomas Bach, said: “Like no other human activity, sport is about bringing people together in the spirit of friendship and respect. Sport always builds bridges; it never erects walls. In a world shaken by crises, the message that our shared humanity is greater than the forces that divide us is more relevant than ever before. By coming together in unity to celebrate the rich diversity of our shared humanity, the Olympic Games give us all hope that a better world is possible. Together, we can change the world.”The first phase of the campaign consists of four films: ‘Together’, ‘Breath’, ‘Respect’ and ‘Counting Stars’. Each tells the story of the core Olympic values of Excellence, Friendship and Respect, and their role in enhancing a united world through sport. The spots have been aired by the Olympic broadcast partners around the world in the build-up to the Olympic Games Rio 2016.The second phase features the #OlympicPeace digital campaign, which gives audiences around the world the chance to create their own unique “peace dove” with a customised message at www.olympic.org/peace and then share it on their personal social media feed. The IOC has also shared a series of stories across social media platforms and on www.olympic.org/peace that bring to life how sport can foster peace and hope in the world.