

STAD
The this-year-I-will-definitely-keep-my-new-year’s-resolutions time made us think about our anti-doping campaign Hundra Procent (Hundred Per Cent), which shows that real training is not about what you take but what you give.
In spring 2008, STAD (The Prevention of Alcohol and Drug Abuse in Stockholm) gave us an assignment to create a campaign that would reduce the use of doping amongst well-trained men aged 16-25 in Stockholm. By examining several gyms and the men training there, we came up with this:
• Many consider doping as cheating. You don’t want to be a cheater.
• Previous anti-doping campaigns have tried to speak TO the target group instead of speaking WITH them.
• Many of the men who work out don’t have enough knowledge about how the human body functions. So, we did the exact opposite from all others. We focused on the target group and their ideal image of a man. We (type) created the training format Chinning. We recruited Musse Hasselvall to encourage the target group to train more. And harder. And better. And longer. And smarter. And, above all, cleaner.
The anti-doping campaign 100% focused on men aged 16-25. To reach the target group we ”created” the Extreme Chinning movement to show that real training is not about what you take – it's about what you give.
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