Lance Armstrong, having overcome serious illness to win the Tour de France seven times, had been an idol of mine for many years. When it emerged he had been involved in doping throughout his career, and I lost one of my life-long heroes, it struck me how little awareness there is around the dangers of performance-enhancing drugs. Besides the serious health consequences, which are truly shocking, there is also the considerable cost to an athlete’s reputation and career. A lifetime ban from competition is the regular punishment. Young athletes and sports fans who worship these top-tier, elite athletes are being sent a dangerous message: to win at all costs. Sportsmanship and fairness are no longer a priority. I decided to create an editorial to highlight this issue, to exist in print and online, as well as a wider advertising campaign that would act as a voice to counter this dangerous message.