The International Olympic Committee (IOC) has marked 100 days to go until the Lillehammer 2016 Winter Youth Olympic Games (YOG) by launching its latest social media campaign with the #iLoveYOG hashtag.
Asking athletes to share their love of sport, the campaign has received the support of South Korea’s Olympic gold medal-winning figure skater Yuna Kim.
The Vancouver 2010 ladies' singles champion opened her own official Instagram account using the hashtag and has already gained more than 82,000 followers.
The campaign follows the success of #YOGselfie at the Nanjing 2014 Summer YOG, which saw 58 million people posting their "sporty selfies" on social media.
The IOC hopes #iLoveYOG will engage young athletes and fans, and ultimately get people active and involved in the YOG.
During Games time, due to take place between February 12 and 21, printing stations will be available around Lillehammer for people to print their pictures posted on social media.
Collectively, these images will create a giant mosaic; a piece of artwork that will then be donated to Lillehammer as part of the legacy of the Games.
In line with Olympic Agenda 2020, the YOG attempts to engage with fans and young people around the world to encourage them to get active and enjoy the benefits of sport.
The IOC sees social media as key to fulfilling this mission, and as outlined by Sir Martin Sorrell, chief executive of the world’s largest marketing communications group WPP, the IOC is striving "to use these Games as an incubator, as an accelerator and as a way of understanding what young people want".
Supporting these social media efforts to engage and inspire fans, the IOC has also teamed up with other winter sports stars, including American Alpine skier Lindsey Vonn.
The Vancouver 2010 women’s downhill gold medallist is joined by fellow Alpine skier Kjetil Jansrud of Norway, winner of the men’s super-G event at Sochi 2014, and two other Norwegians - snowboarder Silje Norendal and ice hockey player Mats Zucarello.
Together, these YOG Ambassadors will aim to reach millions of young fans through their social media accounts and support the IOC and Lillehammer 2016 in their campaigns to raise the profile of the forthcoming YOG.
More than 1,000 athletes are expected to compete across 70 events at the Games, which will see a number of venues from the 1994 Winter Olympics reused.
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