WADA asked JTA Design to develop a fully integrated marketing campaign strategy with full design and branding for its new athlete outreach programme in 2017. The objective of the campaign was to provide a clear reminder into why clean sport benefits everyone; moving away from the ‘what’ and focusing on the values and drivers behind the goal of ‘true play’.

After significant market research, creative concept work and analysis, we chose to engage athletes to use their own words to explain why they ‘play true’ – calling on their peers to adopt the same principles and support the integrity and aspiration of competitive-level sport at the highest degree. The campaign has been highly successful, with a full range of branded assets and communication activities rolled out in a planned way to engage with target groups and to engage the media and relevant sporting bodies.