Michael Phelps' trust and endorsement levels dropped 15 points after a photo showed him smoking marijuana. To rebuild trust over the next year, the campaign aims to increase his trust index by 10% and restore his reputation. The three phase campaign begins with Phelps apologizing, then builds trust over six months through appearances with his team. The long term goal is for Phelps to commit to excellence in and out of the pool and align with healthy lifestyle causes.