GlaxoSmithKline campaign to mark Olympics anti-doping role

GlaxoSmithKline is launching a media campaign to celebrate the commencement of operations at the official anti-doping laboratory for the London 2012 Olympic Games.

The advertising campaign will feature contributions from athletes such as Phillips Idowu, Beth Tweddle and Marlon Devonish, and will appear on TV and outdoor advertising space, including the London 2012 sign located on the company's Brentford headquarters.

GlaxoSmithKline has allied with the London Organising Committee for the Olympic and Paralympic Games and King's College London to run the anti-doping lab, which becomes operational 24/7 this week.

Every medallist and up to 50 per cent of all competing athletes will be tested for illegal substance abuse, with more checks to be carried out than at any previous Games.

More than 6,250 samples will be analysed during the event, with in excess of 150 in-house scientists operating around the clock.

Phil Thompson, senior vice-president for global communications at GlaxoSmithKline, said: "Our contribution to the London 2012 Games … is to help ensure that every medal winner can celebrate their athletic achievement in the knowledge they have won through a fair competition."