Passing the Torch for Hope: Samsung’s Humanitarian Relay Project for the 2012 Summer Olympics

TV star and Celebrity Chef, Jamie Oliver, joins World & Olympic champion Cyclist Victoria Pendleton in launching Samsung’s charity initiative encouraging everyone to take part in the London 2012 Olympic Games  

As the Olympic Flame prepares for its journey across the UK for the London 2012 Olympic Torch Relay, Jamie Oliver and Olympic champion track Cyclist Victoria Pendleton joined forces today to launch a relay everyone can take part in – the Samsung Hope Relay. 

The goal of the Samsung Hope Relay is simple; to encourage everyone around the world to take part in the Olympic Games and leave a lasting legacy. The concept is simple – for every mile completed by those taking part, Samsung will donate £1 to charities such as London-based Kids Company, London 2012's international sports legacy programme, International Inspiration, and an IOC designated charity. 

Want to know how you can get involved?  It’s super easy, and you don’t even have to be a professional athlete!  Download a free app to most smartphones and once you’ve filled in your details and taken a photograph to create your personalised avatar, you can take part. As you complete your mile(s), GPS technology tracks your distance and records the results. Then for every mile completed, Samsung will donate £1 towards the charitable causes. 

Starting with the launch in UK, the Samsung Hope Relay initiative will be expanded to approximately 20 countries around the world*, enabling everyone to take part, at least virtually, in the Olympic Torch Relay. Samsung will partner with a variety of charitable organizations to carry out social contribution programs based on the donated resources to help children in communities across the world. 

At the official launch today in London, Jamie and Victoria unveiled a giant ‘Samsung Wall of Hope’ - a structure which spelled out the words ‘Samsung Hope Relay’ and housed hundreds of pairs of sneakers that participants could put on and complete their mile along a specially laid track. Jamie and Victoria were the first to take a pair of trainers from the wall and complete a mile round the Samsung track in front of one of London’s most famous landmarks, City Hall, overlooking the River Thames.

Also supporting the initiative were other well-known faces who have recorded motivational videos and messages of support for those taking part. Log on to www.samsung.com/london2012 to hear messages from David Beckham, Jamie Oliver and Team Samsung athletes such as Phillips Idowu and Zara Phillips. Of course, it isn’t just celebrities who can record messages, friends and family can also record a cheer to support those taking part in the Samsung Hope Relay via Facebook. 

Speaking at the launch Jamie Oliver said “The Olympic Games and the Olympic Torch Relay have really captured everyone's imaginations, and now the Samsung Hope Relay is a great chance for all of us to take part and raise funds for some really inspirational charities in the process. I’ve done my mile and would love everyone to download the app, get out there and do the same.”

Olympic Games medal hopeful Victoria Pendleton, who cycled her mile with some of those that have benefited from the Kids Company’s work, said:  “It was a real inspiration to meet some of the people who have embraced the support Kids Company has offered them be able to go on to lead a meaningful and rewarding life. I’ve been training hard for the Olympic Games and now it’s just around the corner so it’s time for everyone to get involved – the Samsung Hope Relay is a great way of raising funds for deserving causes, like Kids Company, and letting everyone take part in the Games.”

In addition to raising funds for charity and helping to leave a lasting legacy beyond 2012, those who take part in the Samsung Hope Relay will also get a chance to become part of the Olympic Torch Relay, which kicks off on 19th May.  Samsung will be displaying people’s avatars on the huge screen of its caravan which will form part of the Olympic Torch Relay convoy travelling the length and breadth of the UK over 70 days this summer. All participants need to do is create an avatar online, upload a photo of themselves and they have a chance to see their picture on Samsung’s big screen as the Torch Relay visits their UK community. 

* Starting with the launch in UK, the Samsung Hope Relay app will also become available in the following countries from late May to June: France, Spain, Italy, Netherlands, Belgium, Hungary, Poland, Serbia, Russia, Brazil, Latvia, Lithuania, Estonia, Croatia, China, Hong Kong, and Vietnam. 

*The Samsung Hope Relay app is currently in testing with App Store but it will be available very soon so that even more people can get involved