U.S. Anti-Doping | 2016 Olympic Campaign
I had the fabulous opportunity to design the U.S. Anti-Doping (USADA) 2016 Olympic anti-doping campaign. In reaction to recent controversy involving Olympic-level doping in Russia, USADA wanted to take a strong position on the importance and dedication of competing clean.
The concept, Compete Clean or Go Home, was meant for USADA and athletes (Olympic-level or lower) to take a stand for competing clean.
The campaign visuals are dark, gritty and intense in order to convey the hard-hitting concept. In addition to creating campaign collateral such as mailers, event signage, banners, social media content and swag, we designed and developed a website that asked athletes to take a stand for clean sport by uploading their photo and filling out a short form to create a meme that they could then share wherever they wanted with whoever they wanted.
The goal of this grassroots campaign was to rely heavily on social media and athletes’ power to communicate with their audiences about competing clean. The campaign resulted in hundreds of athletes creating their own memes and sharing them with their audiences worldwide.
Senior Counselor/Writer: Kris Kitto
Web development: Chronos Interactive
Web development: Chronos Interactive
This work created while working at The Bawmann Group.
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