LITHUANIAN ANTI-DOPING AGENCY CAMPAIGN "THINK WITH BRAINS, NOT WITH MUSCLES"

CLIENT

Lithuanian Anti-Doping Agency

CHALLENGE

The country's high-performance athletes receive adequate information about the risks of nutritional supplements along with anti-doping training programs. However, amateur sportsmen do not have much knowledge in this field. They are more vulnerable to aggressive marketing of these products.

SITUATION

58 percent of those using sports supplements are sure that they are safe to use, a third of athletes in the country doubt the safety of these products. The general statistics of the country show - 66.5 percent. of the population uses at least one food supplement every day. At that time, more than a tenth use them to increase energy during sports.

TASK

Conduct an Omnibus survey, prepare an informational and advertising campaign based on it and publicize it after selecting the appropriate channels.

GOAL

During the campaign, provide the public with as much information as possible about the health risks posed by sports supplements and ways to avoid them.

SOLUTIONS

  • A rap video clip and visual was created with the chosen legendary character of Ram Kilogram (Audrius Bružas).
  • Advertising was carried out on digital channels, YouTube, social networks Facebook, and Instagram.