Paula Radcliffe and Sir Chris Hoy are amongst those who have lent their voice to a new anti-doping education video campaign launched by UK Sport’s 100% ME programme this week.
Breaking down the procedures and processes athletes must be aware of, the videos feature a range of contributors from the world of sport on what it takes to compete clean. A broad overview of anti-doping is complemented by individual videos taking a more in-depth look at specific elements such as the whereabouts rule, the Prohibited List and supplements in sport. There is also a step-by-step guide to how sample collection is carried out, and a candid look at the consequences of falling foul of the authorities.
“Stamping out drug use is perhaps the biggest challenge in sport today – this campaign not only informs the athletes, but crucially engages them,” said 100% ME ambassador, Radcliffe.
In addition to Olympians Hoy and Radcliffe, other interviewees include Paralympic cyclist Sarah Storey, Beijing gold medallist Tim Brabants and Andy Parkinson, UK Sport’s Director of Drug-Free Sport and Chief Executive of UK Anti-Doping (UKAD).
UK Sport’s Education and Information Manager, Joe Marshall, said: “I am delighted that we have launched this series of videos. We must communicate and engage with athletes through as many channels as possible, and I believe this web campaign is a very effective medium by which to do so.
“The films are very powerful in their own right and really bring the whole process of anti-doping to life for the viewer. In addition, to have 100% ME ambassadors – and World and Olympic Champions – explaining to their peers the importance of taking responsibility for this area of life as an elite athlete is invaluable to us and our education work.”
100% ME is UK Sport's athlete-centred programme which aims to increase understanding of drug-free sport amongst the whole sporting community through providing high quality, relevant information on anti-doping, and promoting the positive attitudes and values of sportsmen and women in the UK.
The announcement of the video campaign also comes just a week after UK Sport, in partnership with the US Anti-Doping Agency and the Canadian Centre for Ethics in Sport, launched Global Drug Reference Online (Global DRO), an online database that provides critical information to athletes and support personnel about the prohibited status of specific medications.
To view the videos, please click here to visit the 100% ME website.
