As a student athlete and baseball player, John Pugh conceived and created The Asterisk Campaign, a Public Awareness Campaign to raise concern about the rampant use of steroids in Major League Baseball. John focused his campaign towards a high-school to college-age baseball player—a player who is passionate about the sport, but who may not have been lured into the use of steroids yet. Because of the harmful effects of prolonged steroid use on a young athlete’s body, John chose to have the Public Awareness Campaign “sponsored” by the NCAA and Partnership for a Drug Free America.
Environmental billboards, bus shelter posters, plastic cups and napkins like those in Major League stadiums, stadium signage—even a blimp—were all part of the strategic planning for ways the campaign could be utilized. Exaggerating the athletic attributes of Major League Baseball players (oversize bat, oversize glove and grossly elongated pitching arm)—alongside clever copywriting—was the central technique that John employed to get his dramatic point across.