The Sport Integrity Global Alliance (SIGA) launched TAKE ACTION, a powerful global campaign marking its 9th anniversary, and calling on sports organizations, governments, international organizations, businesses and civil society to unite behind a shared mission: to make Sport Integrity a common priority and universal reality.
At the heart of the campaign lies a compelling manifesto film, created entirely with artificial intelligence and produced by an independent cinematic AI expert. In a deliberate and transparent creative choice, SIGA uses cutting-edge technology to deliver a timeless message: while technology can simulate reality, integrity requires conscious human choice, responsibility, and action.
The film depicts athletes from diverse disciplines performing in AI-generated sporting arenas, each symbolizing Integrity as the ultimate stage. This imagined world, where Integrity appears flawless, eventually gives way to a stark call to action: “Reality can be simulated. Integrity can’t. Take action. Side with SIGA.”
Through this campaign, SIGA invites the global sporting community and its partners across sectors to: join SIGA as members and publicly commit to the principles of Sport Integrity; adopt and promote the SIGA Universal Standards on Sport Integrity across their operations and ecosystems; transform commitment into measurable action by adopting the SIGA Universal Standards on Sport Integrity, and embracing the SIGA Independent Rating and Verification System (SIRVS), a voluntary, transparent evaluation aligned with global benchmarks in good governance, transparency, accountability, and ethical leadership.
Beyond the film there’s a Collective Movement. TAKE ACTION goes beyond its manifesto video. It mobilizes the SIGA global community (Members, Champions, and Partners) through an integrated digital campaign, editorial storytelling, and targeted activations designed to inspire action and accountability at every level of sport and society.
Nuno Perestrelo, Senior Director of Communications, Media and Events at SIGA, outlined the campaign’s vision: “We live in an era where technology can replicate almost anything, except integrity. Integrity doesn’t happen by chance, and it cannot be automated or outsourced. It requires conscious choice, personal responsibility and sustained collective action. TAKE ACTION is not a campaign about AI; it’s a global call to action to safeguard the Integrity of Sport. By starting in the artificial, SIGA reminds the world what must be real: our shared responsibility to uphold the values that protect Sport. True integrity depends on what we all decide to make real. Through TAKE ACTION, SIGA reaffirms its leadership in driving global Sport Integrity reform and calls upon all stakeholders around the world to turn words and promises into measurable impact. Only then can we make Sport Integrity real.”