 |
Tv
Anti-Steroids Campaign: Asterisk
This is an archived ad - to view, please register for Bestads PRO membership or log in if you're already PRO. Ads on Bestads are free to view for the first week they appear. Register for FREE to view new ads.
The United States Olympic Committee (USOC) and the Ad Council announced today the launch of a multi-year public awareness campaign via TBWAChiatDay New York focused on teen steroid use. The campaign is being funded by U.S. Olympic Team sponsor Johnson & Johnson, and it marks the first time the USOC and the Ad Council have joined forces to raise awareness about the national issue of illegal performance-enhancing drugs both within and outside of sport. “How do you get teens to stay away from steroids when the fact of the matter is, they work? When they don’t care that it’s cheating or that there are health risks?” asks Gary Scheiner, Executive Creative Director, TBWAChiatDay. “You call their identity into question.”
“In this world of MySpace and FaceBook, teens wear their identities like a badge of honor. And as long as they are honest about their foibles, they are real. But there is one place where honesty cannot protect the steroid user: sports. Here, being caught with steroids comes with absolute penalty. You’re off the team. Your scholarship is gone. Your hopes of going pro are out the window. So here, the steroid user must hide in shame. Our creative solution was to make teens understand that of all the outcomes of steroid use, fakeness is the worst and most damaging. To illustrate this we took a well-known icon already used in the world of sport, and turned it into our scarlet letter. The Asterisk.”
EFX Company - Riot |
The Best Ad JobsRetrieving latest jobs
advertising news |
 |
