Client: European Athletics

Rules, values and decision-making within athletics

Together with European Athletics, Transform has developed I RUN CLEAN™, a brand new interactive anti-doping program. The main target group is athletes of all ages and performance levels – school aged to Masters, grassroots to elite – in all the 51 countries served by European Athletics.

I RUN CLEAN aims to provide reliable information that will help the users understand the issues around doping in sport and the regulations that must be observed to compete fairly. The program also helps athletes understand their personal values, how they relate to sport and how they contribute to good decision making. I RUN CLEAN combines movies, facts, questions and dilemmas in an inspiring way, seeking to provide the user both motivational and exciting learning.

Inspiring films combined with high-end infographics.

Javelin champion, Andreas Thorkildsen has just created his virtual self.

An innovative feature in I RUN CLEAN is the personalization aspect and the tight integration with social media. The athlete creates their virtual self by defining their personal values and choosing an image to represent themselves. During the program, the user faces ethical challenges. And their virtual self will need to act and reflect.

exercise example

The users define their own personal values…

jennie meadows phonescreen

…. And build their own virtual self.

The users are constantly challenged about their decisions.

I RUN CLEAN™ consists of eight modules that can be accessed through computer, tablet or smart phone:

  • I Run Clean because…
  • The WADA prohibited list
  • Health consequences of doping
  • Doping control procedures
  • Anti-doping rule violations
  • The ‘Whereabouts’ procedures
  • Therapeutic Use Exemptions
  • Dietary supplements

Athletes are always on the fly, therefore mobile first.

When the user has finished all eight modules, he/she will be able to download an ‘I RUN CLEAN’ diploma, which will include a unique certification number. The diploma represents a pledge to observe athletics’ anti-doping regulations and compete fairly – to Run Clean. Everyone who completes the I RUN CLEAN™ program will immediately be linked to their social media accounts and encouraged to share the fact that they are playing their part in the fight against doping. Elite athletes will also be required to communicate their certification number to their national federation so the Team Manager can include it with the entry information for future European Athletics events.


Transform AS Prinsensgate 5 0152 Oslo NORWAY Phone: +47 982 96 007 - Org-nr: 885286542