WADA x EU
Natural Is Enough
Aim
To tackle the epidemic of steroid use among Gen Z gym users throughout Europe.
Insight
Talking about the health risks of steroids has little impact on young people because they feel invincible.
However, authenticity is of critical importance to Gen Z.
Approach
Natural Is Enough was an influencer-led campaign in which fitness creators revealed they wouldn’t take steroids because that would be cheating their authentic selves.
In a series of personal and emotional videos, fitness influencers reveal they have body doubts too but refuse to take steroids because that would be cheating themselves, their bodies and their followers.
The influencers invited their followers to share their own natural workout content using the hashtag #NaturalIsEnough as well as directing them to the WADA website to learn more about the mental and physical dangers of anabolic steroids.
