Stand together against steroid use

UK Anti-Doping (UKAD) is responsible for ensuring the UK complies with the World Anti-Doping Code. Every day they work to educate the public on the dangers of the consequences of doping in sport.

‘Protect Your Sport, Protect Rugby’ was launched in August 2016. This was the start of a campaign by Crimestoppers and UK Anti-Doping (UKAD) for information on doping within sport.

In 2017, we entered phase two of the campaign, working together with UKAD and the English Rugby Football Union to gather further information on doping within the sport of rugby. 

Objective

To target specified groups of players and those involved with the sport (e.g. coaches, physiotherapists, family and friends) to raise awareness of the reporting line.  Drive high-quality information about those selling, supplying and using performance enhancing drugs. Deter people from doping due to the associated health risks and consequences, and to challenge perceptions and attitudes towards doping.

Action

Using in-depth research and audience segmentation, we ran a targeted campaign focusing on specific geographical areas, with highly targeted and relevant messages in order to encourage them to report information.

We ran a four-week campaign on Facebook and Twitter and ran advertising on rugby club websites through digital sports advertising agency Match Day Media (MDM) running for a further week.

Deliverables

• Bespoke campaign assets and tailored messaging
• Digital advertising through paid social media posts
• Advertising on rugby club websites
• Email from Match Day Media to rugby players, staff and supporters who were signed up to receive e-news from their local club
• Dedicated campaign homepage

Outcome

• Facebook impressions: 230,763
• Twitter impressions: 160,937
• Rugby club site impressions: 252,993
• Average email open rate: 30.15%
• Campaign homepage views: 1,539

What they had to say:

“The team at UKAD were delighted to work in collaboration with Crimestoppers and the Rugby Football Union (RFU) on this campaign.  Nearly half of our Anti-Doping Rule Violations (ADRVs) are intelligence-led, so promotion of the Report Doping in Sport service is a highly important area of our work. We identified a need to address this particular area of our intelligence gathering and, along with Crimestoppers and the RFU, developed and delivered a strong campaign.”

Pat Myhill, Director of Operations, UKAD

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