Rio 2016 and Public Engagement

Osmar Maduro, Brazil

A very simple, and at the same time smart, example of Public Engagement is being used by the Rio 2016 Olympic Committee to communicate with the world´s audiences. On two very special occasions, with a truly galvanized idea, they accomplished not only to deliver strong messages in a modern manner, but also to demonstrate the genuine spirit of the Cariocas (them lucky citizens born in Rio). After decades of being left behind by the authorities, Rio is proud again and showing that it is “back in the game” from now on, communicating directly with people all over the world by the hands of its citizens, famous for their happiness, warmth and welcoming attitude. This idea was great at sparking the conversation, engaging the public and providing content to a myriad of media all around the planet.

The first time was in that afternoon of October 2010. It was not the Rio Committee that first thanked the election of the city as the host of the 2016 Olympics, but the 100 thousand Cariocas who flocked to Copacabana beach to watch live from a huge stage the result being announced by Jacques Rogge, president of the International Olympic Committee: one enormous 2,500 square meters “RIO LOVES YOU” flag was unveiled by the crowd, offering a remarkable, staggering, sincere and emotional thank-you message to the globe.

 

The second occasion was during the famous New Year´s Eve at Copacabana beach, where 2 million people annually gather for a half hour firework extravaganza to welcome the New Year. Again, it was the crowd´s responsibility to show to the world the Rio 2016 logo. Another flag, now with 1,200 square meters, was unveiled by the Cariocas with the new image, represented by three human beings dancing hand in hand, forming the shape of the Sugar Loaf, a landmark of the city.

 

The change in hierarchy is very clear: no more official statements and announcements made by groomed guys in their ties.  Let the crowd crack the news and therefore deliver a more powerful message, with increased trust, once it is being delivered by Rio´s people! They are the new influencers and, ultimately, they are the ones who will build what the city needs to build and proudly welcome the visitors during the event. So, nothing better than engaging them from the very beginning! Shared interests in an interdependent world! And in both occasions the conversation didn´t started in an office or in a press conference, but at the beach, no where else – or where else, when it comes to Rio?