How we helped the Athletics Integrity Unit (AIU) evolve its identity, through the power of respect, from a strict enforcement body to a supportive, approachable presence within the athletics community.
The challenge
AIU was perceived as a watchdog that monitored and disciplined athletes and teams. They sought to change this perception and be seen as a trusted partner in protecting the integrity of athletics, aiming to become a proactive, positive presence rather than a punitive one.
Our approach
We discovered that while the athletics community valued the concept of integrity, its exact meaning was often unclear. Nevertheless “respect” was frequently cited as an important way in which to demonstrate integrity.
To celebrate and promote the right behaviours, we developed a simple, powerful message: Let’s protect the sport we love by showing respect. This became the foundation of our #PowerOfRespect campaign.
The impact
- created positive sentiment around AIU, positioning them as a supportive, integrity-driven organisation
- amplified the message and featured on LED perimeter boards during the World Championship broadcasts, gaining worldwide TV coverage
- strengthened AIU’s reputation as a proactive ally in sport, transforming their image from enforcement to empowerment
- resonated emotionally with athletes, coaches and their entourages
- generated strong engagement both online and at events
