Don’t Be an Asterisk is a new, multi-year public awareness campaign launched by the United States Olympic Committee (USOC) and the Ad Council. The campaign focuses on teen use of steroids and illegal performance-enhancing drugs.
The print ad reads, "When you take steroids, there’s no hiding it. Eventually, everyone will see you for what you really are. A fake. A fraud. An asterisk."
The campaign marks the first time the USOC and the Ad Council have collaborated. The funding of the campaign is provided by U.S. Olympic Team sponsor Johnson & Johnson.
The ad campaign is created by TBWA/Chiat/Day, New York. The creative team includes creative directors Gary Scheiner, Ron Castaldo, and Jared Rubin; art director Einav Jacubovich; copywriter Melissa Pincus; photography and retouching by The Orange Apple.
Anti-Steroid Awareness Campaigns
'Don't Be an Asterisk' Says Sponsor Johnson & Johnson
Trend Themes
1. Anti-steroid Campaigns - There is an opportunity to innovate in creating more campaigns targeted at teens, such as using social media platforms to reach more individuals.
2. Youth Drug Education Programs - An opportunity to develop broader drug education programs for teenagers, ranging from alcohol to more dangerous drugs, in schools and community centers.
3. Anti-doping Technology - Developments in anti-doping technology, such as detection scientists’ testing new steroids and performance-enhancing drugs, present an opportunity for innovation to improve sports’ doping regulations and overall athlete health.
Industry Implications
1. Pharmaceuticals - Pharmaceutical companies can create new public awareness campaigns or education programs for teens against steroids and other dangerous drugs, using their existing resources and expertise.
2. Sports - Sports organizations can devote more resources to create anti-doping technology to protect athletes and ensure fairness and competitive integrity.
3. Marketing & Advertising - Marketing and advertising firms can innovate on creating campaigns targeting youth about drug use that uses modern day tools of social media and the internet to reach a broader audience.