We are delighted to announce that the #PowerOfRespect campaign, created by Redtorch for the Athletics Integrity Unit (AIU), has been nominated for two awards at the 2024 European Content Awards.

  • Outreach Campaign of the Year
  • Multilingual Content Campaign of the Year

The European Content Awards celebrate excellence in content marketing and creation from across Europe, rewarding agencies that produce innovative, exceptional content that attracts, informs, engages, and retains audiences.

Redtorch worked with the AIU to launch the #PowerOfRespect campaign at the World Athletics Championships Budapest 2023, starring some of the sport’s biggest names such as Faith Kipyegon, Eliud Kipchoge and Yulimar Rojas. The campaign goals? To inspire the athletics community to connect with the AIU and help protect the sport’s integrity.

‘Integrity’ in sport might sound complicated but our message was simple: respect is the best way to protect the sport we love; respect for yourself, respect for others, respect for the rules. The campaign was visualised through the universal symbol of the fist bump – something never lost in translation.

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

AIU Head of Education, Aditya Kumar.


All campaign KPIs were smashed:

  • 8m social media impressions (+165% KPI)
  • 138k social media engagements (+703% KPI)
  • 2k visits to AIU Hubs (+50% KPI)
  • 202 nations reached
  • over 8k campaign assets created in 8 languages
  • 3k minutes in total spent by visitors at AIU Hubs
  • huge global audiences saw the campaign stadium banner ads on TV


The awards are judged by leading content industry experts from around the world. Winners will be announced on Tuesday, 20 February 2024 at 15:00 GMT.

Further information on the #PowerOfRespect campaign is available here.

Keep an eye out for more details coming soon on the European Content Awards website.

The shortlist can be viewed here.