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150Chapter Nine / THE BEST OF US"The digital revolution has already changed the media landscape, and the way in which sport is consumed will never be the same again.The most important legacy from the Olympic Movement is to deliverthe next generation of sports fans and athletes."Sir Martin Sorrell, CEO, WPP group The Best of Us As part of its efforts to promote the Olympic brand and communicate the key Olympic values ofExcellence, Friendship and Respect to the world's youth, the IOC launched an imaginative andengaging promotional campaign in 2007, entitled 'The Best of Us'.The Best of Us campaign reaches out to youth around the world, showcasing the performance,determination and unique character of Olympic athletes to inspire young people to fulfill their ownpotential and to be the best they can be.In 2009, during the build-up to Vancouver 2010, the IOC introduced the latest elements of thispromotional campaign, continuing the inspiring expression of the Olympic values. These included a variety of traditional and digital media to motivate young people to take part in sport.'The Best of Us' -a simple, yet powerful, theme, which transcends cultures and borders -wascommunicated through animated Public Service Announcements (PSAs), a unique interactive online initiative, and eye-catching graphics.