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Category
Public Relations for Good
Annual ID
OS25_PR055M
Background
Since 2022, Powerade has set out to reshape the conversation around mental health in sports by redefining taking a pause from sport for your mental well-being from a sign of weakness into one of the most powerful actions an athlete can take to help them come back stronger than before.
But changing the narrative was always just the start of our plans. From the beginning, Powerade envisioned a world where athletes could not only speak openly about their mental health without judgment but also feel empowered to make choices that support it.
So when we realized professional athletes' sponsorship contracts – including our own – didn’t support pauses from training and competition for mental well-being in the way that they did for physical well-being – action had to be taken.
And so, ‘The Athletes Code’ was born –a groundbreaking clause woven into all Powerade athlete contracts, ensuring that athletes have the right to take a pause not only for their physical health but for their mental and emotional well-being as well, without the threat of losing their sponsorship."
The tangible impact of "The Athletes Code" resonated deeply. Everyone from elite athletes to sports writers, lawyers to global media publications voiced support for the initiative. Powerade put its money where its values were, creating real impact for athletes all over the world and paving the way for a new industry standard to blossom.
But changing the narrative was always just the start of our plans. From the beginning, Powerade envisioned a world where athletes could not only speak openly about their mental health without judgment but also feel empowered to make choices that support it.
So when we realized professional athletes' sponsorship contracts – including our own – didn’t support pauses from training and competition for mental well-being in the way that they did for physical well-being – action had to be taken.
And so, ‘The Athletes Code’ was born –a groundbreaking clause woven into all Powerade athlete contracts, ensuring that athletes have the right to take a pause not only for their physical health but for their mental and emotional well-being as well, without the threat of losing their sponsorship."
The tangible impact of "The Athletes Code" resonated deeply. Everyone from elite athletes to sports writers, lawyers to global media publications voiced support for the initiative. Powerade put its money where its values were, creating real impact for athletes all over the world and paving the way for a new industry standard to blossom.
Creative Idea
First, we drank our own Powerade: we realized we weren't empowering athletes to live by the values we claimed to champion. While our sponsorship contracts protected athletes recovering from physical injuries, they failed to protect mental health breaks.
So we restructured our sponsorship contracts to guarantee athletes could prioritize mental health without fear of losing income.
The Athletes Code is a groundbreaking provision embedded in every Powerade athlete sponsorship contract. It says that athletes can pause for mental well-being without jeopardizing their partnership with us. To develop this provision, we consulted athletes, mental health advocates, and legal experts to craft a protection that truly empowers athletes.
But the truth is, this problem impacted practically every athlete with a sponsorship. From World Cup champions to decorated Olympians, many faced the same dilemma: prioritize mental health or push through at all costs to protect their careers and sponsorships.
We extended new contracts to 19 athletes worldwide, including 2x World Cup champion Alex Morgan and South Africa’s most decorated Olympian, Tatjana Smith. Each was chosen for their personal experiences with the lack of support in prioritizing mental health.
These athletes became the heart of our movement, sharing personal stories about the pressure to perform despite mental health challenges.
Their experiences inspired a thoughtful launch film on social media introducing The Athletes Code and highlighting its significance. Through their platforms, they championed the initiative, sharing their journeys and excitement about this needed change. Their voices sparked meaningful conversations, encouraging a broader understanding that prioritizing well-being is essential for lasting success in sports and beyond.
So we restructured our sponsorship contracts to guarantee athletes could prioritize mental health without fear of losing income.
The Athletes Code is a groundbreaking provision embedded in every Powerade athlete sponsorship contract. It says that athletes can pause for mental well-being without jeopardizing their partnership with us. To develop this provision, we consulted athletes, mental health advocates, and legal experts to craft a protection that truly empowers athletes.
But the truth is, this problem impacted practically every athlete with a sponsorship. From World Cup champions to decorated Olympians, many faced the same dilemma: prioritize mental health or push through at all costs to protect their careers and sponsorships.
We extended new contracts to 19 athletes worldwide, including 2x World Cup champion Alex Morgan and South Africa’s most decorated Olympian, Tatjana Smith. Each was chosen for their personal experiences with the lack of support in prioritizing mental health.
These athletes became the heart of our movement, sharing personal stories about the pressure to perform despite mental health challenges.
Their experiences inspired a thoughtful launch film on social media introducing The Athletes Code and highlighting its significance. Through their platforms, they championed the initiative, sharing their journeys and excitement about this needed change. Their voices sparked meaningful conversations, encouraging a broader understanding that prioritizing well-being is essential for lasting success in sports and beyond.
Insights & Strategy
We knew how important it was for athletes to embrace intentional, restorative pauses. Pauses that aren't just seconds to catch your breath, but opportunities to recharge physically, mentally, and emotionally.
And we realized how impossible it can feel to take your foot off the accelerator. 73% of adults rate their personal finances as their number 1 stressor (CNBC). This is magnified for elite athletes who, on average, pay $12,000 per year in expenses and fees to compete (WSJ).
What's true for elite athletes is true for every single person that drinks Powerade. Purposeful breaks combat burnout, promote peak performance, and help redefine success as something sustainable and balanced. In sports and in life.
Understanding how much our audience prioritizes holistic well-being, especially in the demanding world of sports, we recognized the need to go beyond simply talking about the importance of rest and recovery. While shifting perceptions and sparking conversations are valuable starting points, we aimed for something more tangible and impactful that would create real change athletes could experience in their everyday lives.
In a category that glorifies relentless hustle, this initiative wasn’t just about championing a sports narrative, it was about making it possible to live a healthier narrative – that pausing is not a weakness but a powerful tool for growth, longevity, and success. On and off the field.
This redefined and gave new meaning to our platform Pause is Power. We had our path forward.
And we realized how impossible it can feel to take your foot off the accelerator. 73% of adults rate their personal finances as their number 1 stressor (CNBC). This is magnified for elite athletes who, on average, pay $12,000 per year in expenses and fees to compete (WSJ).
What's true for elite athletes is true for every single person that drinks Powerade. Purposeful breaks combat burnout, promote peak performance, and help redefine success as something sustainable and balanced. In sports and in life.
Understanding how much our audience prioritizes holistic well-being, especially in the demanding world of sports, we recognized the need to go beyond simply talking about the importance of rest and recovery. While shifting perceptions and sparking conversations are valuable starting points, we aimed for something more tangible and impactful that would create real change athletes could experience in their everyday lives.
In a category that glorifies relentless hustle, this initiative wasn’t just about championing a sports narrative, it was about making it possible to live a healthier narrative – that pausing is not a weakness but a powerful tool for growth, longevity, and success. On and off the field.
This redefined and gave new meaning to our platform Pause is Power. We had our path forward.
Execution
We overhauled Powerade's sponsorship agreements to explicitly protect athletes’ ability to take mental health breaks without financial consequences.
To drive awareness and impact, we launched a campaign that elevated athletes’ voices. We created a series of social media films showcasing real stories of athletes grappling with the pressure to perform while prioritizing mental well-being. These films introduced The Athletes Code and underscored its importance. Athletes used their platforms to amplify the message, sharing personal experiences and sparking meaningful conversations with their audiences.
By combining contract reform, athlete advocacy, and a strategic communications campaign, we didn’t just update our policies—we helped reframe the conversation around mental health in sports.
To drive awareness and impact, we launched a campaign that elevated athletes’ voices. We created a series of social media films showcasing real stories of athletes grappling with the pressure to perform while prioritizing mental well-being. These films introduced The Athletes Code and underscored its importance. Athletes used their platforms to amplify the message, sharing personal experiences and sparking meaningful conversations with their audiences.
By combining contract reform, athlete advocacy, and a strategic communications campaign, we didn’t just update our policies—we helped reframe the conversation around mental health in sports.
Results
The response to The Athletes Code was nothing short of extraordinary.
We rewrote the zeitgeist of sports, igniting conversations and capturing the attention of sports enthusiasts from every corner of the globe.
Messages of support poured in from professional athletes, sports fans, and even those who had long since hung up their jerseys but still carried the heart of competition within them. Global media outlets and prominent sports networks highlighted the movement, propelling its message onto an international stage. Former high school and collegiate athletes, inspired by the initiative, reminisced about their own journeys and joined in championing the cause. The overwhelming reaction demonstrated the universal power of sportsmanship, unity, and the timeless values that connect athletes past and present.
Social
281 earned mentions and 5.72k comments across channels
Media
Earned: 376 global media outlets picked up the story including Forbes, ESPN, USA Today and Fast Company
Paid: 3.4M+ views, 60M+ reach and 115M+ impressions across 9 markets in LATAM, Europe, Africa and Asia
Overall
At large, the campaign reached 766.17M+ people across PR and social
100% positive coverage across social channels and earned media
Beyond the impressive numbers and widespread attention, codifying this protection did far more than simply ignite a conversation — it became a catalyst for meaningful, lasting change. By officially recognizing and safeguarding athletes' mental health as equally important as their physical well-being, we set a groundbreaking precedent. This wasn’t just symbolic; it was a tangible shift that challenged long-standing norms. In championing the power of the pause, we established a blueprint for a sports industry where the holistic well-being of athletes is prioritized and protected — a future where their minds and bodies are valued equally, and compromise is never an option.
We rewrote the zeitgeist of sports, igniting conversations and capturing the attention of sports enthusiasts from every corner of the globe.
Messages of support poured in from professional athletes, sports fans, and even those who had long since hung up their jerseys but still carried the heart of competition within them. Global media outlets and prominent sports networks highlighted the movement, propelling its message onto an international stage. Former high school and collegiate athletes, inspired by the initiative, reminisced about their own journeys and joined in championing the cause. The overwhelming reaction demonstrated the universal power of sportsmanship, unity, and the timeless values that connect athletes past and present.
Social
281 earned mentions and 5.72k comments across channels
Media
Earned: 376 global media outlets picked up the story including Forbes, ESPN, USA Today and Fast Company
Paid: 3.4M+ views, 60M+ reach and 115M+ impressions across 9 markets in LATAM, Europe, Africa and Asia
Overall
At large, the campaign reached 766.17M+ people across PR and social
100% positive coverage across social channels and earned media
Beyond the impressive numbers and widespread attention, codifying this protection did far more than simply ignite a conversation — it became a catalyst for meaningful, lasting change. By officially recognizing and safeguarding athletes' mental health as equally important as their physical well-being, we set a groundbreaking precedent. This wasn’t just symbolic; it was a tangible shift that challenged long-standing norms. In championing the power of the pause, we established a blueprint for a sports industry where the holistic well-being of athletes is prioritized and protected — a future where their minds and bodies are valued equally, and compromise is never an option.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / New York
Client Partner
Matrona Filippou
Constanza Flores
Gui Glezer
Shevon Gibbons
Tiya Fazelbhoy
Bradford Ross
Daniel Dao
Francesca Aguilar Mussapp
Valeria Herzer
Claire Cone
Jessica Kalish
Andy Weeks
Griet Van Den Brande
Ryan Becker
Kayley Keylock
Chief Creative Officer
Samira Ansari
Chief Strategy Officer
Anibal Casso
Creative Director
Alice Teruzzi
Francesca Ferracini
Director
Babak Khoshnoud
Director of Photography
Htat Htut
Global Chief Creative Officer
Liz Taylor
Group Creative Director
André Santa Cruz
Caio Batista
Photographer
Sage East
Pedro Bucher
Producer
David Wept
Maruska Dukic
Strategy Director
Margaret Dick
Associate Connections Director, Social
Tate Steinlage
EVP & Global Chief Marketing Officer
Manolo Arroyo
Executive Producer
Bronwen Lonsdale
Dena Lenard
Tomek Kulesza
Global Executive Creative Director
Guillermo Vega
Group Strategy Director
Amadeo Plaza
WPP Head of Social
Erin Jacobsen
Account Director
Witt DeLuca
Account Executive
Natalie McAleer
Account Supervisor
Eva Lampell
Associate Design Director
Jake Richardson
Associate Director
Hannah Meadows
Community Manager
Sammie Lisberg
Director, Project Management
Morgan Miller
Director, Sports Marketing Lead
Colin Leary
Executive Group Director
Linden White
Global Category Social Lead, HST
Nathan Jokers
Global CEO, Ogilvy PR
Juliana Richter
Global Client Lead
Liam Parker
Global Vice President Creative
Islam ElDessouky
Group Director, Marketing & Business Affairs
Suzanne Raouf
Influence Account Director
Tamsin Carter
influence Executive
Daniel Dowell-Lee
Managing Director
Kim Duffy
Marketing Manager
Weston Lowe
North America Chief Creative Officer
Rafael Rizuto
President
Darla Price
Production Supervisor
Farah Idrees
Senior Account Executive, Consumer PR
Brian Miseo
Senior Marketing Manager
Holly Kitts
Senior Vice President, Consumer PR
Erin Buchanan
Vice President, Consumer
Robert Roberts
WPP Open X CEO
Laurent Ezekiel
WPP Open X CSO
Chris Binns
WPP Open X, Global Chief Creative Officer
Andrew Keller
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