When it comes to major sports competitions, the anti-doping issue emerges among other problems. The GlaxoSmithKline company, the Official Laboratory Services Provider for the London 2012 Olympic and Paralympic Games, launched a campaign highlighting the importance of anti-doping science, which helps make the Games as fair and clean as possible. The manufacturer has launched a campaign in the UK revolving around the important role of anti-doping researches and highlighting its role in such studies during the sportive event.

The initiative was launched on the same day with the official London 2012 anti-doping 24/7 laboratory, which is supported by GSK in partnership with the London Organising Committee for the Olympic and Paralympic Games (LOCOG) and King’s College London. The London 2012 lab, based at GSK’s Harlow site, will conduct numerous tests to ensure that the athletes compete and win drug-free. According to the press release, “every medalist and up to 50 per cent of all competing athletes being tested.”

The new campaign by TBWA\London, featuring British Olympians and Paralympians including Phillips Idowu, Beth Tweddle, David Weir, Graham Edmunds and Marlon Devonish, focuses on ‘The crowd is my only drug’ message. In the spot, which aired on Monday, July 16, GSK invites audience to embark on a hilarious trip inside the athlete’s body to see what happens with his blood, brain and other organs when he hears the crowd, which works as a natural drug. The promotion will roll out on TV and outdoor (starting July 23) across the UK, and will also feature UK’s largest London2012 outdoor sign, which will be installed at GSK’s Brentford headquarters.

“Our contribution to the London 2012 Games, through our partnership with LOCOG and King’s, is to help ensure that every medal winner can celebrate their athletic achievement in the knowledge they have won through a fair competition. Our advertising campaign aims to showcase the hard work, determination and natural ability that is central to each athlete’s performance,” shared Phil Thompson, Senior Vice President, Global Communications at GlaxoSmithKline.

Photo: A poster from GSK’s new anti-doping campaign, click to enlarge

Photo: A poster from GSK’s new anti-doping campaign, click to enlarge

See other posters here.