Youth Voice Journal (YVJ™) is the world's leading peer-reviewed journal publishing theoretical contributions and empirical studies on international issues affecting young people and youth work. YVJ™ is published by RJ4All Publications and is ranked and indexed by Scopus, ORCID, Kudos, Criminal Justice Abstracts, EBSCO and ERIH PLUS.
For many, the 2012 Olympic Games is not just a world sporting competition, it is a cultural event, an opportunity to strengthen the international community, or perhaps a chance to discover your love for synchronised diving. To me though, the London 2010 Games is a global marketing campaign: how do we make sure London 2012 is perceived and remembered as a success? Young people especially, in London and around the world, are not easily taken in – we don’t fall for ‘cheesy’ campaigns and advertising. How can the London Games’ organisers inspire our generation and portray the sense of Britishness that we identify with?