Athletics Integrity Unit - Power of Respect

Aim

To make the Athletics Integrity Unit more relatable to athletes.

Insight

Respect is the way athletes show their integrity. Respect for each other. Respect for the sport. respect for the rules.

Approach

We invited athletes from 200 countries to join AIU to help protect the sport they love together by sharing what respect means to them.

Results:

8m impressions (+165% KPI)

6.1m video views

138k engagements (+703% KPI)

93% of post-survey respondents felt more positive about AIU

Our campaign has been considered such a success that the concepts and messaging have been incorporated into the AIU’s strategy.

Case Study Video

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