Until now, there has been no central and independent point of contact in elite sport to which active and former squad athletes affected by psychological, physical or sexualized violence can turn. Athleten Deutschland e.V., which represents the interests of German elite athletes, aims to close this gap and has created an anonymous and confidential support service for elite athletes.
The counseling center is to be given a name that quickly conveys what the service is all about - accompanied by a targeted communication campaign that will reach around 4,000 German cadre athletes and encourage them to assert their boundaries and accept help without triggering those affected.
With "Anlauf gegen Gewalt", we have given the advice center a particularly fitting and dynamic name in a sports context. In the word mark, we use elements from the ADe.V. logo to draw attention to the connection. The campaign we conceived and designed focuses on snapshots of athletes' competitive lives and thus creates a link to everyday sporting life. The fitting claim: "There for you. In these moments."
At the start of the campaign, the (animated) sharepics were used and shared in large numbers by the competitive sports community. The messages spread rapidly. There are also posters at the Olympic training centers, the name of the advice center is on everyone's lips and even made it into the daily news. A successful start to raising awareness of this issue and offering affected people anonymous and independent support.
