How we built a creator-led movement to challenge toxic body standards and inspire young people to train with confidence and credibility.
The challenge
Unrealistic body ideals are no longer merely a magazine issue in this era of social media – they’re algorithmically amplified, peer-validated and constantly reinforced.
WADA set out to address a growing crisis: to combat rising steroid use in 15–24-year-olds by changing how strength and fitness are portrayed online.
The challenge was cultural as well as informational and the solution needed to inspire, not preach.
Our approach
We partnered with WADA to create Natural Is Enough – a campaign built on community, honesty and credibility rather than fear.
Key elements of the campaign:
- content co-created with seven authentic fitness influencers across the UK, France, Germany and Spain
- stories focused on body image struggles and the real benefits of natural training
- Instagram and TikTok optimised for Gen Z’s consumption habits
- CTA: join the Natural Training Movement because #NaturalIsEnough
- traffic directed to WADA’s education hub with science-based content about the risks of steroid use
This wasn’t influencer marketing. It was creator-powered community activation, designed to meet the audience where they scroll, sweat and share.
The impact
- Engaged young people across Europe with emotionally resonant, shareable content.
- Drove new awareness of the risks and social stigma surrounding performance-enhancing drug use.
- Positioned WADA as a relevant and trusted voice for youth in the digital fitness space.
- Reframed “natural training” as an identity not just a safe option.
This was a campaign with no end date. It was the beginning of a movement with real cultural impact.
