Duty of Care Campaign

This campaign from Front Runners asked athletes to add their support to Senator Pocock’s Duty of Care Bill. Most athletes prefer to stay clear of politics, so we worked with the Front Runners team to craft the brand and social strategy; encouraging athletes to tell their own stories of what sport meant to them growing up.

At the core of the campaign's visual language were personalised 'sports cards' that we created for every athlete that joined. This helped us stay clear of a 'climate-y' look and feel: instead sitting comfortably alongside athlete brands and encouraging engagement.