What is 100% ME?
100% ME is an athlete-centred education and information programme that aims to increase understanding of drug-free sport amongst the whole sporting community through providing high quality, relevant and up to date information on anti-doping, and promoting the positive attitudes and values of sportsmen and women in the UK who have competed successfully in sport .
How is the programme delivered?
The three strands of the programme; Outreach, Accreditation and Ambassador programmes are designed to provide a wide network of support for National Governing Body (NGB) representatives, athletes and support personnel who all have a responsibility to promote and abide by the rules of anti-doping. The 100% ME programme can only be successful in its mission when all three strands are delivered effectively. This requires a commitment and contribution from all NGBs and those working in sport to promote consistent and accurate messages to athletes.
100% ME – the Brand
100% ME isn’t just an education programme, it’s a carefully crafted identity communicating personal responsibility, values, choice and fairness in sport.
The strapline ‘It’s What’s Inside that Counts’ is as much about the importance of applying caution to the use of any substances as it is about an athlete’s moral fibre. It’s what you’re made of, your values, your strength, and your attitude that makes you a champion.
100% ME for Athletes
We invite athletes committed to doping-free sport to associate themselves with 100% ME as a symbol of their effort, commitment and determination to perform to the very best of their ability without any illegitimate methods to enhance their performance.
100% ME for National Governing Bodies
National Governing Bodies are invited to use the 100% ME identity and programme to create a generation of athletes and players that know they can be successful in sport without the misuse of prohibited substances and methods.
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