Lithuanian Anti-Doping Agency sought to raise awareness about the risks of dietary supplements. While professional athletes are educated through anti-doping programs, amateur sports enthusiasts often lack knowledge and are more vulnerable to aggressive marketing. Research showed that 66.5% of Lithuanians consume supplements daily, with over half believing they are completely safe.

Solution

To break through, we used humor and pop culture - creating a rap video and visuals with the legendary character Ramas Kilogramas (played by Audrius Bružas). The campaign delivered clear messages about supplement risks and safe choices, spreading through YouTube, Facebook, and Instagram to reach the most relevant audiences.