Lausanne, Switzerland, April 17, 2024: Worldwide Olympic and Paralympic Partner Deloitte and the IOC have launched “The First Effect” - a campaign which highlights the impact of trailblazing athletes and the legacy these inspiring achievements helped create.
The series is being showcased on Olympics social media channels, Meta, TikTok and X from April 15 through the Olympic and Paralympic Games.
In the lead-up to the Olympic & Paralympic Games Paris 2024, the campaign will focus on the stories of five pioneering athletes from around the world,
They include Sarah Attar, the first female to represent Saudi Arabia in athletics at the Olympic Games. Sarah competed in the 800 metres at London 2012 and in the marathon at Rio 2016.
The campaign also showcases other momentous “firsts” on the Olympic stage, such as the Olympic Games Tokyo 1964 being the first to be broadcast live globally and Olympic Games Paris 1900 being the first to feature female athletes.
"The First Effect” was launched to mark 100 days to go until the Olympic and Paralympic Games Paris 2024. It is a co-created campaign between the IOC and Deloitte celebrating the pioneering athletes who broke barriers and became the “first” to achieve something at the Olympic and Paralympic Games.