To create and deliver national Clean Sport Week — the first ever campaign in the UK aimed at changing the conversation around anti-doping by promoting the values of ‘Clean Sport’ with pride.
One of the key aims was to engage and unite the sporting community, such as national governing bodies (NGBs) and other key stakeholders, in the fight against doping and in particular to educate sport’s non-professional athletes and the wider public on issues around the use of sports supplements.
Run worked alongside UKAD to deliver the inaugural campaign in 2017, and again in 2018, across national, regional and online media channels. In the second year, activity was to be focused on the issue of sports supplement consumption amongst non-professional, recreational sports participants.
Web page views
Increase in page views
NGBs and stakeholders engaged
In 2018, Run took a strategic approach which brought together a range of stakeholders and focused on daily themes throughout the week to sustain media interest.
The initiative was launched via social media with the release of user-generated video content from leading sports stars, including the Brownlee brothers and Nile Wilson, demonstrating their skills and sporting prowess as clean athletes through UKAD’s ‘100% Me’ brand.
Independent research commissioned by YouGov specifically for Clean Sport Weekhighlighted the number of people taking sports supplements without medical advice, particularly non-professional athletes, and the potential long-term health impacts of doing so. The timed release of these findings delivered a strong story and communicated the clean sport message to a wider audience.
Whilst an increasing number of NGBs are supporting the campaign, British Triathlon were chosen as a key partner due to the relevance of the research findings to their audience and participants, with a dedicated Triathlon Day forming a highlight of the week.