The launch of the project comes a day before the process to recruit 25,000 volunteers from across Russia for Sochi 2014 gets underway, when candidates can register on the website.

The campaign is being carried out online using banners, viral projects and other promotional tools such as social networking.

Outdoor advertising is also being used in 14 regions across Russia as Sochi 2014 looks to bring young people with a proactive attitude to volunteer in the black sea resort during the Games.

The advertising campaign will also inform the public of the work volunteers do through humour, as well as looking to involve other regions in Russia so that the whole of the country feels a part of Sochi 2014.

Advertising will also be tailored so that it targets the unique audience of each Russian region, and the administrations of each city with a Sochi 2014 volunteer centre will help in the campaign.

There are 26 volunteer centres in total, including in places such as Volgograd, Novocherkassk and Novorossiysk, and Sochi 2014 President Dmitry Chernyshenko has previously spoken of his hope that the Winter Olympics can help spur the growth of volunteering across the country.

"The real legacy of Sochi 2014 lies in bringing about a deep change within Russian culture," he said.

"Through our Sochi 2014 volunteers movement, thousands of young and enthusiastic Russians are reintroducing volunteering into Russian society, something that has been absent for far too long."

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