0
Kiwis took their own life in 2018
0
Increase in traffic to Headfirst website
0
million in media value. Major broadcast and online platform coverage.
Challenge
We’ve been working to refocus Movember from a celebration of masculinity to a platform that actively gets men talking about mental health. Last year we conducted ‘The Mensus.’ New Zealand’s first census for men’s feelings, which uncovered that when men are struggling with mental health, they simply aren’t talking.
So, we’ve been leveraging the programs and partners Movember support throughout the year, to add depth to the behaviour we are trying to encourage amongst males. Talking to their mates.
Last year Movember formed a funding partnership with Headfirst, the mental health organisation of New Zealand Rugby. For Suicide prevention month (September), Movember wanted to use the partnership to make talking about mental health part of the National conversation. They set us the following objectives;
1. Leverage the newly formed Headfirst partnership, to raise awareness of New Zealand’s alarming suicide rates
2. Create a campaign that would encourage men to talk
In 2018, 685 Kiwis took their own lives. Three out of four of them were men. Research shows silence amongst males is contributing towards a national tragedy.
Solution
To mark a national tragedy of this scale, it’s common practice to observe a moment of silence within rugby fixtures – but it’s silence that’s killing our men. Instead, we reframed the common practice of ‘A moment of silence’, to ‘A moment AGAINST silence’.
Before the All Blacks game against Tonga, on September 7th, we asked fans not to stand in silence, but to turn around and talk to their mates – and used traditional media relations to ensure the moment was observed beyond the stadium alone.
Result
A Pre-Match that got the nation talking
The pre-promotion video gained immediate publicity and earned reach across social media and within news coverage.
- 542,375 Kiwis watched the video shared on the All Blacks Facebook and Instagram accounts
- The video was shared amongst influential players within the global rugby community, including current and former All Blacks such as Dan Carter and Sonny Bill Williams who asked the country to get involved.
The moment itself
- 25,800 people at FMG Stadium in Hamilton and a much larger group of people watching the game at home on SKY observed A moment AGAINST silence
Post-Match coverage that kept the conversation going
- Coverage of the moment against silence was picked up by One News, appearing as the second story at 6:00pm.
- Post-match coverage which also spanned across Newshub and SKY had an estimated reach 537,645
- The moment had an impact on the global rugby community, with the CEO of World Rugby, Brett Gosper, resharing the video, saying;
‘Powerful work for a tragic phenomenon that is global in scale #talk #momentagainstsilence’.
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