Sport Is More Fun When It's Fair

In August 2023, we launched a six-month public awareness campaign to debunk the myth that anti-doping rules only apply to pro athletes. The repercussions of importing, distributing or using banned substances can be dire, with potential bans from all sport for up to four years. But awareness was low, and the sporting public at risk of making avoidable mistakes.

Rather than writing a fear-based script, we led with values. The message to sporting New Zealanders was that sport is fun, sure, but it’s more fun when it’s fair.

Teaming up with charismatic Kiwi actor Semu Filipo, we created a comedic video campaign that followed Len, a social sport enthusiast, as he navigated the temptations and risks of performance enhancers.

Our aim? To get in front of sports players across Aotearoa, with humour as the key driver to reach our target demographic, sparking conversations and encouraging shares.

Despite a modest budget, the social-led campaign achieved excellent results: 9,200+ likes, 400+ comments, and an impressive 430+ shares.

The campaign reached nearly a million people and amassed over 1.5 million video plays.

The results surpassed DFSNZ’s expectations and the hero video is still referenced as an internet favourite.