YOUNG LIONS CYBER COMPETITION
The Brief
http://www.wada-ama.org/
About Doping and Anti-Doping
Doping in sport is the consumption of prohibited substances in order to enhance performance, at any level. It has existed
through human and sport history, but a key moment was at the end of the 90’s. In 1998 a large number of prohibited medical
substances were found by police in a raid during the Tour de France. The Tour de France scandal highlighted the need for an
independent international agency, which would set unified standards for anti-doping work and coordinate the efforts of sports
organizations and public authorities.
Doping consequences
One of the reasons it is so important to reach out and educate is that doping has many consequences.
 Health consequences
The use of prohibited substances and methods has many health consequences. The most obvious data we have to date isrelated to the athletes from the East German systematic doping system in the 1970’s and 80’s. More than 25% havesuffered from cancer, and more than 60% have received treatment for psychiatric issues.
 Sport consequences
The sanctions for doping can go from a warning to ineligibility for life, monetary fines, loss of medals and titles.
 Moral/social consequences
Doping can also be the reason an athlete loses everything he/she has worked for. Take a Ben Johnson, a Canadian sprinter
who tested positive for steroids in Seoul. He is still the shame of an entire country. Take a Marion Jones, a USA track andfield athlete who went from superstar to a liar, a cheat and a convicted felon. Take a Lance Armstrong, who lost his titles,
his charity, his sponsors, who betrayed his fans, his children, who lost his pride. What is left?

The World Anti-Doping Agency
As a result of the Tour de France scandal in 1998 a collaborative effort by both worldwide governments and the Olympic
Movement realized that a world body was needed to govern, oversee and set global harmonized standards for the fight against
doping in sport. As a result in 1999 the World Anti-Doping Agency was established. WADA is a Swiss private law foundation with
headquarters in Montreal, Canada. We have four regional offices located in Cape Town, Montevideo, Lausanne and Tokyo. Intotal, WADA has 65 staff. WADA’s overall goal is to promote and coordinate the fight against doping in sport internationally.
WADA is the custodian of the World Anti-Doping Code that has been developed and revised with the input of over 500
stakeholders.
To give you an idea of the magnitude of the work WADA oversees on annually; in 2011, 243,193 samples were analysed atWADA-accredited laboratories. These tests resulted in 2,885 Adverse Analytical Findings. Recognizing the sophistication of someathletes to beat the testing process, WADA has introduced other mechanisms to catch cheats through investigations and storageof samples for up to eight years. The storage of samples allows for the retesting of samples should new detection methods
become available.
As an example, Lance Armstrong, a cyclist from the USA, never tested positive from a urine or blood test but was found to havebegun doping very early in his career. This revelation was a result of an investigation carried out on his cycling team as well asother teams involved in cycling. Lance has now lost all of his Yellow Jerseys from the Tour de France, Olympic Medal, hissponsors and his paid position with LiveStrong Foundation for cancer awareness. He also has a United States Federal
investigation as well as various lawsuits pending. Once a hero, Lance has now lost all his credibility in the face of the public.
There are many more athletes that were involved with Lance’s doping regime, all of whom have been sanctioned and removedof their results, including titles and prize money.
When it comes to the retesting of samples, the International Olympic Committee (IOC) retested samples from the 2004 Athens
Olympics and the 2008 Beijing Olympics. As a result of new detection methods over 10 athletes have now been exposed for
doping and lost their Olympic standing. Just recently, the International Amateur Athletics Federation re-tested samples fromprevious events and it is suspected, as cases are still pending, that several athletes will be sanctioned for doping.
WADA also has agreements with Interpol, World Customs and the Pharma industry for the sharing of information on doping,trafficking and new substances coming on the market. We have expanded our partnerships due to the magnitude of thepotential problems to come as we know that organized crime is playing a huge role in doping in sport.
WADA is also involved in break-through biomedical and social science research, spending over 50 million USD since its inception.
Developing the tests used to detect prohibited substances, identifying new doping methods and finding data to develop
effective anti-doping education programs, have been a few of the achievements.
Education and Awareness is also a key area: WADA has developed education programs in order to instill proper values andprevent athletes from engaging in doping behaviours. These awareness and education campaigns are conduct at the athletes’dinning lounges at Major Games sporting events. Athletes, coaches and support personnel have the opportunity to interact with
anti-doping experts and play either the Play True Quiz or the Play True Challenge (computer based games). Each person thatsuccessfully completes the quiz is provided a take away prize. This is how WADA reached out to most of the 10,000 athletesparticipating in the Games, during the London 2012 Olympic and Paralympic Games.
The Challenge
WADA is challenging young people (under 19) to be the Play True Generation - to be a generation to completely reject doping.
Create an online/digital ad concept that encourages young athletes (under 19) to stick to the values of fair play, avoid doping
and therefore cheating. It may highlight the health, social and sport consequences of doping, but cannot appear as being
preachy. The reason the youth are such an important target group is because they are still shaping their ‘moral value
compasses’. Their moral value compass continually needs to be reinforced to empower them to make the right decision when
faced with the choice to dope. The more we reinforce values the more likely they are to reject doping.
Messaging: a call for actionThe Work
To create an online global awareness about the importance of clean sport and good decision making skills to rejectdoping.
Can be fun
Should be inspiring and thought provoking
Should be true to the WADA values

WADA’s tag line:
Play True - encapsulates WADA's core values and is intended as a guiding principle for all athletes at every level of competition.

Target Audience:
For a global audience
Athletes and youth with an interest in sport
Under 19
About the work:
For use in social media: youtube, facebook and twitterFor use in all WADA communication channels: email, website, news pages, face to face, presentations

WADA logo story:The square shape of the logo background represents the customs and the rules that define sport. The color black evokes
neutrality and is the traditional color of the referee. The "equal sign" expresses equity and fairness. The sign is depicted with ahuman touch to reflect the individuality of every athlete. The color green evokes health and nature and the field of play.

The WADA Values• Ethics, fair play and honesty• Health• Excellence in performance• Character and education• Fun and joy• Teamwork• Dedication and commitment• Respect for rules and laws
• Respect for self and other participants• Courage• Community and solidarity
The WADA Social Media & Existing Online Campaigns
Web site: www.wada-ama.org
Youtube Channel: http://www.youtube.com/wadamovies
Facebook: https://www.facebook.com/wada.ama
Twitter: https://twitter.com/wada_ama
Creative guidelines and mandatories
Preferably no reference to one sport in particular
Include www.wada-ama.org
No obvious other brands included

GOOD LUCK!