The duo were joined by English rock band You Me at Six as well as a number of London 2012 hopefuls to launch the campaign, which looks to recognise and reward positive contributions made by young people aged between 16 and 24 every day in the United Kingdom.

Olympic worldwide sponsor Coca-Cola, one of three presenting partners of the London 2012 Olympic Torch Relay alongside Lloyds TSB and Samsung, has opened up nominations for potential Torch Bearers at www.cokezone.co.uk, which are set to be open to the public until September 5, 2011.

"It's time to recognise people in the country and Coke's Future Flames campaign does just that," said Rascal, whose album Boy in da Corner won him the 2003 Mercury Prize

"See the person, not the age.

"I see young people judged all the time and there's negativity about them.

"People should look at the reality and see that many young people are making a positive difference but no one hears about it.

"We can change that by nominating the Future Flames we know."

Nominators will be asked for the name of their candidate, what they have a passion for, how others benefit from their passion and what they hope to do with their passion in the future.

"It's great that Coke is giving young people the chance to be involved in something as amazing as the London 2012 Olympic Torch Relay," said Doolittle (pictured), whose first album last year debuted at number three in the UK charts.

"The youth of the UK gets such a bad press, which I really don't think they deserve.

"We all need to recognise the huge amount of positive things that people are doing and what they give back to the community, so everyone out there needs to nominate a future flame they know."

The special Coca-Cola concert at Westfield London was hosted by Dave Berry of Capital FM and the performances from Rascal, Doolittle and You And Me At Six were followed by appearances from London 2012 hopefuls, including judokas Tom Davis and Sophie Johnstone, rower Tom Ransley and wheelchair basketball player Clare Strange.

Coca-Cola also announced that following the special concert, there will be a national 'Torch Tour' as they travel around the UK this summer to encourage everyone to nominate the Future Flames from their respective areas.

"Every day young people do great things in their communities, going the extra mile and using their interests and passions for sport, music, dance and the environment to make a difference to others," said James Quincey, President of Northwest Europe and Nordics at The Coca-Cola Company.

"The chance to carry the Olympic Flame during the London 2012 Olympic Torch Relay is a once in a lifetime opportunity.

"I'm delighted that through our Future Flames campaign, Coca-Cola is able to recognise, reward and celebrate the young people who spread happiness and make Britain burn brighter.

"I hope everyone in the UK nominates the Future Flames they know and help re-dress the misperceptions about young people and celebrate the positive contributions they make to their communities."

Olympic Torchbearers will run one 300 metre leg of the London 2012 Torch Relay, with Coca-Cola set to award their Torchbearer places to nominees who, in the opinion of a panel of independent judges, most deserve to carry the Olympic Flame.

Coca-Cola has been involved with the Olympic Torch Relay since the Barcelona 1992 Olympic Games and has been continuously associated with the Olympic Movement since 1928 - longer than any other corporate sponsor.

The London 2012 Torch Relay of Britain will see the Olympic Flame take a 70-day, 8,000-mile trip ahead of next year's Olympics, starting at the southern tip of the country at Land's End in Cornwall.

It will visit 74 locations with 8,000 Torchbearers set to carry the flame after it arrives from Greece, where it will be lit on Mount Olympus; the ancient birthplace of the Games.

The Torch will arrive in Britain on May 18, 2012 and run through Britain until July, 27, 2012, when the Olympic Flame at the Olympic Stadium in Stratford is lit by the Torch at the Opening Ceremony of the Games.

Contact the writer of this story at [email protected]


Related stories
May 2011: David Owen - Torch Relay's symbolic message should not be lost among other agendas
May 2011: London 2012 Torchbearers to be nominated by the public
May 2011: Details of London 2012 Torch Relay route announced
February 2011: East London firm chosen to design 2012 Olympic and Paralympic torch
August 2010: Search begins for firms to create Olympic and Paralympic 2012 Torches