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When London was preparing to host the 2012 Olympic Games, 250,000 people signed up to volunteer as official “Games Makers”. Of these, 70,000 people were ultimately selected to wear the distinctive purple-and-red volunteer uniforms. For 40% of them, it was the first time they’d done anything like this. In the run-up to the Games, Sebastian Coe, chair of the London 2012 Organising Committee, highlighted how important this kind of community engagement was.
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