The country's Minister of Youth, Sports and Culture, Olivia Grange, gave a premiere of the music video which spearheads the Jamaica Anti-Doping Commission's campaign, entitled "No to Dope", at the World Championships in Berlin.

 

 

Among those attending were Juan Antonio Samaranch, the former President of the International Olympic Committee (IOC), and London 2012 chairman Sebastian Coe.

 

Fraser endorsed the campaign, declaring that it would help to protect the integrity of Jamaican track and field, which suffered recently when five of its athletes were controversially cleared of doping on the eve of the World Championships.

 

She said: "I think this campaign is really good and will definitely help our sport.

 

"Once people are aware of the consequences of drugs taking they will be deterred.

 

"Many people believe that because we are a small country we do not have the proper testing facilities but the authorities in Jamaica have been doing a good job testing us in and out of competition.

 

"I think all the athletes will welcome this campaign."

 

Fraser was joined by Kerron Stewart, the Olympic and world 100m silver medallist.

 

She said: "As long as you are disciplined, you can achieve anything you want in life.

 

"We are taking athletics to another level and we are taking our time going about it.

 

"We are role models for the younger generation and it is very important for us to compete honestly and show what is possible if you have talent and determination.

 

"This campaign safeguards us and Jamaica's athletics future."

 

Grange (pictured) unveiled details of the campaign, explaining that the country's top sports and music celebrities had recorded visual and audio endorsements which will be used to communicate the anti-doping message.

 

She said the campaign was being rolled out on television and radio in Jamaica, as well as on the Jamaica Information Service website at www.jis.gov.jm.

 

Grange said: "We have an intense programme taking place in Jamaica at the moment.

 

"It not only appeals to sports stars but also fans.

 

"One of the areas we are targeting is the effect of second hand smoke on our athletes.

 

"We are ensuring that we put education at the centre of the campaign because an informed public will hold their sports stars to account and help to maintain integrity."

 

Grange claimed the intention of the project was to utilise Jamaica's two most popular commodities; sports and music, in communicating the important message of drug-free competition in sports.