Challenge
Help the Athletics Integrity Unit (AIU) shift its perception within the athletics community – from being seen solely as an enforcement body to one that is also supportive and approachable.
The Work
We discovered that while the concept of integrity was valued by the athletics community, its exact meaning was often unclear. However, “respect” was frequently cited as a key way of demonstrating integrity.
To celebrate and promote the right behaviors, Redtorch developed a simple, powerful message: “Let’s protect the sport we love by showing respect,” which became the foundation of the #PowerOfRespect campaign.
Impact
The campaign resonated emotionally with athletes, coaches, and their entourages and generated strong engagement both online and at events. It was also featured on LED perimeter boards during the World Championships, resulting in global TV coverage.
