In the lead-up to the Rio 2016 Olympic and Paralympic Games, the United States Olympic & Paralympic Committee recognized an opportunity to make a positive impact in the global community through the spirit of the Olympic and Paralympic movements. In declaring Team USA’s love for Rio by showing appreciation of the Brazilian culture, sharing their knowledge and leaving a positive legacy for Brazil and its people, the #WeLoveRio campaign was born.
Utilizing Olympic Day as the launch milestone, the USOPC released a #WeLoveRio video featuring Team USA athletes and celebrities expressing directly to Brazilians their excitement and support for the Rio Games. The video was distributed by the USOPC and shared broadly by the IOC, notable athletes, the U.S. Consulate in Rio, sport national governing bodies and partners. The launch ignited positive social conversations between the U.S. and Brazilian influencers, including the support and thanks of the Mayor of Rio, Eduard Paes.