Redtorch has worked with the Athletics Integrity Unit (AIU) to launch the new #PowerOfRespect campaign at the 2023 World Athletics Championships in Budapest.
Starring some of the biggest names in Athletics – including Faith Kipyegon, Eliud Kipchoge and Yulimar Rojas – the campaign’s goal is to inspire the Athletics community to help protect the sport’s integrity.
The campaign’s positive message is simple: respect is the best way to protect the sport we love: respect for yourself, respect for others, respect for the rules.
The message of respect has been visualised through the universal fist bump symbol – because, whatever your nationality, this action never gets lost in translation.
At the heart of integrity is respect. Through this campaign, we aspire to create a platform where people can speak about love, respect, and protecting the integrity of our sport. Our team is here to support the Athletics community.
Brett Clothier, Head of AIU
Throughout the Championships, #PowerOfRespect invites everyone to show their commitment to the cause by sharing a fist bump.
To maximise its reach, the campaign has been produced in eight languages and is featured on perimeter boards all around Hungary’s National Athletics Centre. Athletics Integrity Hubs have been set up in the stadium and at athlete hotels; content has been produced for AIU’s digital channels.
We are so proud of this campaign. Redtorch is all about making sport more relevant to more people – and we can only do this if we protect its integrity.
Matt Weiner, Creative Director at Redtorch
I love the launch video. Our research clearly showed that the value of respect is native to the Athletics community. Redtorch provided us valuable strategic advice and helped us bring it to life. The message #PowerOfRespect has resonated very well with our truly global Athletics community.
Aditya Kumar, Head of Education at AIU
Check out the #PowerOfRespect launch film below:
Redtorch is a global research, digital & creative agency making sport more relevant to more people and trusted by the biggest names in world sport. Click here to find out more about our work.
