Jonny Wilkinson steers athletes away from drugs with 100% Me launch

by Julia Pearlman, Brand Republic 27-May-05, 15:00

LONDON - UK Sport, the national anti-doping sports organisation, is launching its new brand identity with the support of stars Jonny Wilkinson and Paula Radcliffe to warn athletes about taking drugs to achieve sporting success.

The "100% Me" branding idea was developed by design agency Philosophy after a three-way pitch last November.

Philosophy was asked to create a brand identity for each of the government-funded "drug-free" initiatives such as "Start clean and stay clean', aimed at 12- to 17-year-olds and elite athletes.

The new brand has been applied to all printed material including campaign and testing leaflets, stationery, a pocket advice card, advertising guidelines, athletes' manual, website and merchandise such as display panels, T-shirts and caps.

UK Sport's education budget has tripled in the last year to £300,000 and comprises an information programme of activities at major sporting events, conferences, training camps and workshops.

The organisation has adopted a register of accredited tutors, advisers and members and an ambassador programme, with Tottenham Hotspur footballer Ledley King, St Helen's rugby league player Paul Sculthorpe and Paralympics athlete Tanni Grey-Thompson also pledging their support.

The stars will be supporting the scheme by signing printed material and endorsing the message, as well as attending workshops in schools and events around the UK.

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