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Support the Athletics Integrity Unit (AIU) in evolving its role within the athletics community, shifting perception from being seen solely as an enforcement body to one that is also supportive, credible and approachable.
As the campaign moved into an Olympic cycle, the challenge became sustaining a clear and consistent message across multiple seasons while adapting to a newly refreshed AIU brand.
Early research highlighted that while integrity was universally valued within athletics, its meaning was often abstract. One idea surfaced consistently as a tangible expression of integrity: respect.
A simple but powerful message was developed.
“Let’s protect the sport we love by showing respect.”
This became the foundation of the Power of Respect campaign.
Initially launched across major athletics moments, the work was later evolved following the AIU rebrand. The core message remained unchanged, while the creative was adapted to align seamlessly with the new visual identity, allowing the campaign to continue without losing recognition or credibility.
The campaign lived across digital platforms, event environments and major championship touchpoints, designed to be clear, repeatable and enduring rather than short lived.
Now running for over two years, Power of Respect has become a consistent and recognisable platform for AIU communication.
The campaign resonated strongly with athletes, coaches and support teams, driving engagement both online and in venue. It was featured prominently on LED perimeter boards during World Championships, extending its reach into global broadcast coverage and reinforcing the message at the highest level of the sport.
By maintaining continuity through brand evolution, the campaign helped establish respect as a shared responsibility and integrity as something lived, not enforced.
