SA Institute of Drug Free Sport : I Play Fair [video] | scaryideas.com

Tin Can Successfully Kicks off ?I Play Fair? Anti-Doping Initiative for Drug-Free Sport Cape Town, 14th July 2011 ? Tin Can Cape Town has successfully developed and implemented the first phase of a new integrated campaign for the SA Institute for Drug-Free Sport (SAIDS) called ?I Play Fair. Say No! To Doping,? aimed at developing a culture of anti-doping in sport among athletes, coaches and fans. The campaign included a PR campaign, social media strategy, brand development, event activations, a new website, mobi-site, stakeholder engagement, development of promotional collateral and branding. ?The brief was to develop and implement an impactful awareness campaign, to promote drug-free sport through an easily recognisable message that symbolises clean sport, unites athletes in the fight against doping in sport, creates a culture of anti-doping and gains public support through education and participation,? says Kisha van Vuuren, Group Account Director at Tin Can. She adds, ?We needed to launch the campaign on a national level, with maximum exposure involving both athletes and fans. We did this by developing a strong campaign message and identified an annual awareness day, which is now officially recognised by government and involved participation by getting athletes and fans to take the I Play Fair pledge personally.? Van Vuuren explains, ?The campaign was launched on the 15th of June at a press conference in Johannesburg and activated to the public on the 18th of June, at both the local Super 15 rugby matches in Pretoria and Bloemfontein.? The activation included a ceremonial precession with a giant flag and 60 children at both stadiums, an endorsement from the Honourable Minister Fikile Mbalula and Deputy Minister Gert Oosthuizen from the Department of Sports and Recreation, pledges from the four teams participating, the endorsement of the SA Rugby Union and the declaration of the 18th of June as annual drug-free sport awareness day. (View the activation here: http://www.youtube.com/watch?v=3oRqzncqM-Y) In his opening address at the press conference, Minister Fikile Mbalula said that it was his intention to take the anti-doping message to all corners of the country. ?We support the Institute for Drug-Free Sport?s aim to aggressively tackle doping in sport and spread the message of ethics, fair-play and anti-doping in sport with this initiative and create a culture of anti-doping in sport,? he said. The initiative was backed by an aggressive marketing campaign including; social media through Facebook (facebook.com/iplayfairZA) and Twitter (@iplayfairZA), a digital advertising campaign, and competitions in partnership with New Balance. Saatchi & Saatchi?s digital arm, AtPlay was responsible for redesigning the website (www.drugfreesport.org.za <http://www.drugfreesport.org.za&gt; ), creating a mobi-site (m.drugfreesport.org.za) and an iPhone application, to be launched soon. A public service announcement using Bryan Habana was also developed to communicate the virtues of the spirit of sport and the health and wellness benefits of competing drug-free (view the PSA here: http://www.youtube.com/watch?v=S2O67GQJG-w) CEO of SAIDS, Khalid Galant says, ?We hope this initiative will enable us to get more key anti-doping messages across to athletes and the general sporting public. The Institute has never enjoyed such good media coverage after any press release or event and we are looking forward to the next phase of the I Play Fair campaign.? Tin Can?s Van Vuuren continues, ?We have seen the true successful combined use of PR, activation, advertising and social media to generate the exposure and support that the campaign needed.? The campaign success has seen great support from the World Anti-Doping Agency, who applauded the initiative. In just two weeks R5.4-million worth of PR coverage was achieved for the launch phase, with hundreds of fans and athletes making their pledge online, and on launch day thousands of Tweets and Facebook mentions were received. The Institute is hoping that the anti-doping educational campaign will have an impact on the Road to London 2012 and that athletes will represent SA, drug-free. ?The execution of I Play Fair through all elements has seen the brand truly brought to life with massive support,? says van Vurren. ?We have now connected with other sports federations where we will activate targeted campaigns for different sports including; the Premiere Soccer League, All Africa Games, SASCOC, SA Boxing Federation and Cricket South Africa from August.?

Client / Brand: SA Institute of Drug Free Sport Title: I Play Fair. Say No! To Doping Medium: Integrated Group Account Director: Kisha van Vuuren (Tin Can) Senior Account Manager: Fehraad De Nicker (Tin Can) Client Service Director/Writer: Debby Reader (Tin Can) Brand development: Alan Cronje (AtPlay) Backend digital development: Mandi McCleod (AtPlay)

Source: http://scaryideas.com/content/24444/

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