# Anti-Steroid Awareness Campaigns 'Don't Be an Asterisk' Says Sponsor Johnson & Johnson By Ayman | Published 2008-08-08 | Special Source: Trend Hunter, https://www.trendhunter.com/trends/olympic-dont-be-an-asterisk References: [advertolog](http://www.advertolog.com/paedia/prints/2008/07/28/203500/show/) & [dontbeanasterisk](http://www.dontbeanasterisk.com/) *Don’t Be an Asterisk* is a new, multi-year public awareness campaign launched by the [United States Olympic Committee](https://www.trendhunter.com/trends/united-we-sweat) (USOC) and the Ad Council. The campaign focuses on teen use of steroids and illegal performance-enhancing drugs. The print ad reads, “When you take steroids, there’s no hiding it. Eventually, everyone will see you for what you really are. A fake. A fraud. An asterisk.” The campaign marks the first time the USOC and the Ad Council have collaborated. The funding of the campaign is provided by [U.S. Olympic Team](https://www.trendhunter.com/trends/public-education-campaign) sponsor [Johnson & Johnson](https://www.trendhunter.com/trends/johnson-johnson). The ad campaign is created by TBWA/Chiat/Day, New York. The creative team includes creative directors Gary Scheiner, Ron Castaldo, and Jared Rubin; art director Einav Jacubovich; copywriter Melissa Pincus; photography and retouching by The Orange Apple. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Special](https://www.trendhunter.com/special) > [Olympics](https://www.trendhunter.com/olympics) ## Key Themes ### Why This Trend Is Growing - **Anti-steroid Campaigns:** There is an opportunity to innovate in creating more campaigns targeted at teens, such as using social media platforms to reach more individuals. - **Youth Drug Education Programs:** An opportunity to develop broader drug education programs for teenagers, ranging from alcohol to more dangerous drugs, in schools and community centers. - **Anti-doping Technology:** Developments in anti-doping technology, such as detection scientists’ testing new steroids and performance-enhancing drugs, present an opportunity for innovation to improve sports’ doping regulations and overall athlete health. ### Industries Being Reshaped - **Pharmaceuticals:** Pharmaceutical companies can create new public awareness campaigns or education programs for teens against steroids and other dangerous drugs, using their existing resources and expertise. - **Sports:** Sports organizations can devote more resources to create anti-doping technology to protect athletes and ensure fairness and competitive integrity. - **Marketing & Advertising:** Marketing and advertising firms can innovate on creating campaigns targeting youth about drug use that uses modern day tools of social media and the internet to reach a broader audience. ## Related on Trend Hunter - [Athlete-Endorsed Cleaning Product Lines](https://www.trendhunter.com/trends/whole-darn-arm.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Sporty Pharmaceutical Campaigns](https://www.trendhunter.com/trends/advil-x-the-nfl.md) - [Unconventional Health Food Ads](https://www.trendhunter.com/trends/rxbar-ad.md) - [Athlete Hair Campaigns](https://www.trendhunter.com/trends/athlete-hair-campaigns-schwarzkopf-professionals-up-your-hair-game-celebrat.md) - [Athlete-Backed Stigma-Addressing Campaigns](https://www.trendhunter.com/trends/anna-leigh-waters.md) - [Olympic-Themed Beer Campaigns](https://www.trendhunter.com/trends/corona-cero-for-every-golden-moment.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md) - [Athlete-Backed Menstruation Campaigns](https://www.trendhunter.com/trends/sportyourperiod.md)