The television, radio and online campaign features hopeful London Olympians and former champions.

It has been crated by Euro RSCG and the TV element embraces a 40 second, two 30 second and two 10 second spots.

The radio campaign begins on June 2.

The creative concept focuses on sport having the power to unite and inspire people to fight for a better future. The imagery juxtaposes the personal challenge for athletes with the challenge individuals face in the race against climate change.

Featured sports stars include Paralympic silver medallist Liz Johnson, gymnastics Olympic hopeful Louis Smith (pictured) and four times Olympic gold medallist Olga Korbut.

EDF Energy is the first sustainability partner of London 2012 and the campaign includes a call to action to join the EDF Energy 2012 Carbon Challenge.

EDF Energy brand director Martin Stead said; “At the heart of our campaign is our 2012 Carbon Challenge.

"The campaign is linked to our Climate Commitments.”