‘100% ME’, which has the backing of some of the biggest names in British sport, seeks to “create a generation of sportsmen and women who know they don’t need to use prohibited substances or methods to be successful”.
John Scott, director of Drug-Free Sport at UK Sport, the National Anti-Doping Organisation for the UK, said the campaign aims to make timely and accurate information widely available and create a positive identity for athletes as drug-free competitors.
The ambassadors committed to ‘100% ME’ includes the likes of Jonny Wilkinson, Paula Radcliffe, Tanni Grey-Thompson, Paul Sculthorpe, Ledley King and Chris Hoy.
The campaign will be delivered through three routes:
Outreach – the promotion of drug-free sport to athletes, support staff, juniors, parents and teachers through attendance at sports events, workshops, training sessions and schools across the UK.
Accreditation – the development of a network of trained and accredited tutors and advisers who can provide relevant and up-to-date anti-doping information and advice to current and future sportspeople.
Ambassadors – the use of drug-free competitors from all sports to highlight the skills and attributes needed to be successful.
“Through 100% ME there will be an unprecedented network of support for sportsmen and women – both in terms of face-to-face contact with anti-doping experts, and through our range of information resources,” said Scott.
“This will enable athletes in all sports to make sensible, informed decisions about what they should and shouldn’t be taking. This should also help minimise the incidents of ‘inadvertent’ doping, so there really will be no excuse as to why a prohibited substance is in your system.”
The campaign is the first national drug-free sport education campaign to be backed by the World Anti-Doping Agency (WADA).
