EVERY STORY COUNTS

More than ten years have passed since Anti-Doping Norway (ADNO) first launched the Ærlig talt (Honestly) campaign.

Preventive anti-doping work has traditionally focused on regulations, procedures, and side effects. With Ærlig talt, we wanted to connect more closely with athletes, coaches, and those who have experienced the challenges of doping firsthand.

Through candid and unvarnished stories, we aimed to touch the heart, evoke emotions, and inspire change. By “inspire,” we also meant advancing anti-doping efforts and fostering an understanding that we, as anti-doping professionals, go to work every day to protect clean athletes.

Stories from Frode Estil, Steffen Kjærgaard, Eirik Verås Larsen, and Marit Bjørgen were among those highlighted ten years ago. This time, the focus is on cross-country skiing and the Ski World Championships.

Over the past year, we have engaged with doping-convicted Max Hauke and Therese Johaug, coach Trond Nystad, and doping control officer Magne Slørdahl—one of the everyday heroes in the fight for clean sports.

Some may question why we give a platform to athletes who have been caught doping. We believe there is good reason to listen to both Hauke and Johaug. As Max Hauke puts it: “If someone wants to learn from my story, they have the chance. And if they don’t, it’s their choice.”

Johaug’s mistake also had significant consequences. When she shares her story in this campaign, it is to warn younger athletes in particular: “It’s your responsibility, and yours alone, to know what you put into your body. So check everything, every time.”

With powerful stories and four distinct voices, we hope this edition of Ærlig talt reaches a wide audience and challenges people to take concrete action. Zero tolerance for doping is all well and good, but it means nothing if active measures aren’t taken to support the cause.

Through this campaign, we aim to inspire sports communities to take ownership of their anti-doping efforts. By sharing knowledge and encouraging reflection, more athletes can gain fundamental anti-doping awareness through the Ren Idrett (Clean Athlete) e-learning platform. We also hope that more Norwegian ski clubs and sports teams will develop their own anti-doping action plans through Rent Idrettslag (Clean Sports Clubs) and that athletes, leaders, and support staff will advocate for clean sports. Moreover, we encourage the use of the channel to report any suspicions.

Trond Nystad is honest. He explains he believed he could single-handedly build a new and healthy culture in Austrian cross-country skiing, only to be betrayed by his own athletes during the 2019 World Championships in Seefeld. He reminds us that sports serve a greater purpose than winning gold medals: “Our job is to teach people how to navigate the world, not necessarily to become world champions.”

Let yourself be inspired by Nystad and the others featured in this campaign. We need you as a teammate in building and protecting a healthy, clean, and life-enhancing sports culture.

Happy reading!