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1 2014 Winter Olympic & Paralympic Games Web Campaign U.S. Embassy, Moscow Phillip Bradshaw Cultural Affairs Intern, Summer 2013 [email protected] 2 Overview: The U.S. Embassy Moscow 2014 Winter Olympic Campaign utilizes Facebook, Twitter and a new webpage to broadcast the U.S.’s support of the Olympic Games to a Russian audience. The location of the Games, Sochi, Russia, is the motivation behind the campaign. The campaign will extend from now until the start of the Olympics in February of 2014. Content for August and September is complete. This document explains the organization of the current campaign material and gives guidance for future development. The entire campaign content is located at: O:\CAO\U.S. Embassy Olympic Campaign. It is organized in subfolders: U.S. Embassy Olympic Campaign August •Written campaign content •Original photo files for images featured during August September •Written campaign content •Original photo files for images featured during September Olympic Images •4th of July Olympic PowerPiont Presentation & photos •Document with information and sources about presentation Website •Document of plan for website design •Folder "Banner Photos" with photos used for webpage banner and an Excel chart of citations Additional Photos •Photos that are relevant to the campaign •Document with citations for additional photos Calendar: The six-month calendar (Olympic Campaign Calendar.docx) shows the content topic and the recommended time for publication. The content topics are categorized thematically across weeks and months. These themes correlate with events in the American calendar as well as the Olympic Calendar. For example, the campaign will promote female Olympic athletes on August 26th – Women’s Equality Day, and highlight speed skating during the speed skating Olympic trials. The content should be modified as events develop leading up the Olympics. Significant upcoming events, such as the release of the U.S. Paralympic Team roster in mid-August and the announcement of the 2020 Olympic host city in September, are also noted in the calendar. Design: The content themes are consistent across the website, Facebook and Twitter. Social media will gain the most exposure and direct attention towards the website. The website features links to other sections of the Embassy Moscow website. In September, there will be a photo contest to increase Russian engagement in the campaign. This photo contest should also be publicized to students involved English language programs. They are likely to participate and benefit the most. 3 Videos/Photos: Content is accompanied by photos and links to YouTube videos. All photos are labeled [Figure #]. A list of citations corresponding to each [Figure #] is provided in the relevant Notes & References section. Important: We have standing permission to use AP Images. We may use any photo from the Sochi 2014 Winter Games flikr photostream so long as it is cited: “Sochi 2014 Organizing Committee: Press Center.” Our contact person at the Sochi Organizing Committee is listed below. We have conditional permission to use the International Paralympic Committee (IPC) symbol. Information published with the Paralympic Symbol must meet the Paralympic Brand Book guidelines and be approved by the IPC. The Brand Book can be found in the “Olympic Campaign” folder. The September campaign content, which features the IPC Symbol, has been submitted to the IPC for approval. A final response will be sent to Emily Kenealy. International Paralympic Committee Mikhail Rozhko Annika Zeyen, Design Project Coordinator Senior Manager, Liсensing Department Adenauerallee 212-214, 53113 Bonn, Germany Sochi 2014 Organizing Committee Tel. +49 228 2097-269, Fax +49 228 2097-209 40/3, Bolshaya Ordynka street [email protected] 119017, Moscow, Russia Mob.: + 7 925 999 34 62, Phone/Fax: +7 (495) 984 2014 (ext. 2-34-62) [email protected] English Language Material: The campaign will be useful for students learning English. Additional language materials, such as website links and PDFs, are provided in the Additional English Language Resources section at the end of each month’s content. Useful Links: For future development of the campaign, these are useful links and resources. Team USA http://www.teamusa.org/ International Olympic Committee: http://www.olympic.org/ioc International Paralympic Committee: http://www.paralympic.org/ Russian Paralympic Committee: http://www.paralymp.ru/en/ o https://www.facebook.com/RussianParalympicCommittee Paralympic YouTube Channel: http://www.youtube.com/user/ParalympicSportTV Press Center of Sochi Olympics:https://www.sochi2014.com/en/media/press-center/ 4 AUGUST Sunday Monday Tuesday Wednesday Thursday Friday Saturday U.S. Paralympics Team 1 22 2014 announced in first week of August 4 5 6 7 8 9 10 History of Olympics 11 12 13 14 15 16 17 History Paralympics 18 19 20 21 22 23 24 Host cities 25 26 Women’s 27 28 29 30 31 Equality Day Women & Olympics Site Introduction: On March 7th, 2014 the world’s finest athletes will gather in Sochi, Russia to compete in the 2014 Winter Olympic and Paralympic Games! Bookmark this site, like us on Facebook, and follow us on Twitter for the latest news from now until the Opening Ceremony. 5 Week #1: August 7-11, 2013: History of Olympic Games History, part I: the Ancient Olympic Games Website: [Figure 1] The earliest Olympic Games recorded in history took place in Olympia, Greece in 776 BC and differed significantly from the Olympic Games that we know today. The Games were dedicated to the 12 Olympian Gods in Greek mythology and coincided with religious festivals. Back then, Greek society was organized according to a social hierarchy. All men of any social status were eligible to watch and compete in the ancient Olympic Games. Women, however, were banned from participating and only unmarried women were allowed to be spectators. Athletes competed in pentathlon, running, jumping, discus throwing, wrestling, boxing, pankration, and equestrian. The competitions lasted one day, at the end of which, one athlete was named the winner. Instead of awarding medals, Olympic judges tied the winning athlete’s hands and head with red ribbons. The Games repeated annually until 393 AD, when Emperor Theodosius abolished them, claiming they were influenced by pagan cults. Figure 1 The earliest Olympic Games recorded in history took place in Olympia, Greece in 776 BC. That’s only 2,822 km from Sochi, Russia – the site of the 2014 Winter Olympic and Paralympic Games! 6 *Figure 2+ Approximately 1500 years after the Emperor’s decree, a French baron by the name of Pierre de Coubertin set out to revive the Olympic Games. De Coubertin believed that sports played an integral role in a person’s education and that a modern equivalent of ancient Olympics could become a platform for international cooperation, peace and equality. To fulfill his vision, he collected delegates from nine countries at a conference to discuss the possibility of reestablishing the Olympics. Initially, the delegation resisted De Coubertin’s idea, but in 1984, it changed its opinion and voted to form the International Olympic Committee. The Committee then organized the first modern Summer Olympic Games of 1896 in Athens, Greece. The Games soon gained international notoriety and are now regarded as the supreme international sports competition. Since then, there have been 30 Summer Olympic and 21 Winter Olympic Games. Imagine, the next Olympic Games in Sochi, Russia are actually the continuation of a centuries-old tradition! Figure 2 Pierre de Coubertin gathered countries together to revive the tradition of the Olympic Games. -End of Web Post- Facebook: *Figure 1+ The earliest Olympic Games recorded in history took place in Olympia, Greece in 776 BC. That’s only 2,822 km from Sochi, Russia – the site of the 2014 Winter Olympic and Paralympic Games! Twitter: [Figure 1] Distance between the first and next Olympic Games: 2,822 km. 7 Week #: August 12-18, 2013: History of the Paralympic Movement Website: [Figure 3] The Paralympic Games are the world’s largest sporting event for people with a disability. Sir Ludwig Guttmann, started a movement that eventually developed into the Paralympic Games. In 1948, he organized the Stoke Mandeville Games for World War II veterans in wheelchairs. The Mandeville Games were a great success and boosted the movement’s momentum. In 1960, Italy hosted the first Summer Paralympic Games. Four hundred athletes representing twenty-three countries competed in archery, athletics, dartchery, snooker, swimming, table tennis, wheelchair basketball and wheelchair fencing in Rome. In 1976, the Games expanded to include winter sports at the first Winter Paralympic Games in Sweden. Now the Paralympic Games occur every two years, alternating between Winter and Summer Games. The XI Paralympics will be held in Sochi, Russia and begin on March, 7 2014. In Sochi, Paralympic athletes will compete in five sports: alpine skiing, biathlon, cross-country skiing, ice sledge hockey, and wheelchair curling. Each sport is comprised of several individual events. For example, skiers may compete in downhill, slalom and super combined. Each event has unique rules and requires different athletic skills. For the first time in history, Para-snowboard will be an event at the Winter Olympic Games. The president of the Sochi 2014 Organizing Committee, Dmitry Chernyshenko said, “Its [para-snowboard] inclusion in the Paralympics programme will give a further boost to the promotion of Paralympic sports across Russia and highlights the opportunities that sport provides to everyone. It also reflects our determination to deliver the most innovative and successful Olympic and Paralympic Winter Games in history.” This new addition brings the total number of events to 72! [Source: http://www.sochi2014.com/en/media/news/45891/ ] Figure 3 Embed YouTube Video: Spirit in Motion: an introduction to the Paralympic Movement -End of Web Post - Facebook: [Figure 4] 502 Paralympic athletes from 44 countries competed in the 2010 Paralympic Winter Games.
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