PDF - 4.73MB - Australian Sports Anti-Doping Authority

BUILDING AWARENESSASADA’s education and awareness-raising programs aim to help athletes, support personnel and sportingorganisations understand and meet their anti-doping obligations, deter doping and minimise risks to healthand wellbeing.In 2012–13, ASADA used a wide range of communications products and services to increase the reach andeffectiveness of its anti-doping information. Over the years, traditional communication channels such as printedproducts and the media have expanded to encompass the extensive range of electronic channels now preferredby our audience. When the need arises, we also reach out to stakeholders and request their help to spread theanti-doping message to athletes and support personnel through their communications channels.Communications channelsFor a number of years, an independent survey of ASADA’s stakeholders has shown a strong preference foraccessing information on anti-doping and prohibited substances online. The results of the research in 2012–13showed a preference for accessing anti-doping information through the website (58 per cent) and a strongpreference for checking substances through the search tool available on our website (80 per cent).We have experienced significant growth across our electronic communications channels including the ASADAwebsite , the online tool (Check Your Substances), and social media channels such as theASADA blog, Facebook, Twitter and YouTube. The significant increase in visits to our digital channels can mostlybe attributed to the interest in anti-doping following the release of the Australian Crime Commission’s (ACC) reportOrganised Crime and Drugs in Sport, and ASADA’s subsequent investigation.ASADA websiteThe ASADA website is a comprehensive source of anti-doping information and communications available toAustralian athletes and support personnel. Use of the website increased in 2012–13, with a total of 564,644 pageviews from 137,220 unique visitors. In 2011–12, there were 346,638 page views from 78,018 unique visitors.Searching the status of substances onlineDuring 2012–13 the online tool, Check Your Substances, continued to be a popular resource among Australian athletesand support personnel. The tool, which enables athletes to find out whether specific medications and substances arepermitted or prohibited in their sport, had a total of 74,126 visits in 2012–13, compared with 49,935 visits in 2011–12.Social mediaThe demographic of ASADA’s audience underpins our commitment to making anti-doping information asaccessible as possible through an array of digital offerings.ASADA blogEstablished in December 2011 the ASADA blog presents short, sharp pieces that are relevant to our audience.During 2012–13, we posted 19 stories and the blog received 6,251 page views from 3,349 unique visitors.This compares to 14 stories posted, 4,129 page views from 1,723 unique visitors in 2011–12.TwitterASADA uses Twitter as a way of engaging more readily with athletes and journalists as both groups have a strongpresence on Twitter. At 30 June 2013 we had:> 1,905 followers (726 followers at 30 June 2012)> tweeted 282 times (82 tweets at 30 June 2012)> been re-tweeted 332 times.30