The Public House Helped Movember Change the Game Ahead of All Ireland Football Semi Final

Up to 135 people can be impacted by a single death by suicide. That’s up to 60,000 individuals in Ireland each year.

On Sunday, 14th July ahead of the All-Ireland Senior Football semi-final game between Donegal and Galway, Movember unveiled an impactful campaign, bringing those statistics to life. The Public House helped create an on-pitch activation, a video that played out on Croke Park’s jumbotrons and key visuals around the grounds.

The key takeout for fans was that while the effects of mental health can be felt by many. Movember is actively working to do something about it. Movember, in association with the GAA and GPA (Gaelic Player’s Association), has created ‘Ahead of the Game’. Their program consists of interactive workshops in mental health fitness, delivered by present or past inter-county players. They’ve already trained 4,592 participants, in 176 clubs, in 32 counties.

Movember’s Ahead of the Game campaign highlights the importance of building mental fitness to deal with the challenges life and sport can throw at anyone. With 75% of mental health disorders emerging before the age of 24, training to be mentally healthy early in life is important. Movember is helping young people build the skills to look after their wellbeing, while also supporting their teammates.

Movember Ahead of the Game has already had a positive influence on participants with 91% having a better understanding of the importance of being mentally fit and healthy, while 94% said they now know who to talk to and where to go for mental help support for themselves and others. 93% of player participants also said they now had the confidence to talk to friends going through a tough time with their mental health.

Sarah Ouellette, country director, Movember, said of the work, “This year’s campaign hits home how important ‘Ahead of the Game’ is. The weight of any one death by suicide can be carried by up to 135 people. We are the leading global charity changing the face of men’s health and we exist to stop men dying too young by tackling some of the most complex health issues facing men today including mental health. What started as a single-minded fundraising and awareness campaign in 2003 has evolved into a multi-faceted health organisation, and we are delighted to work with the GAA and GPA to reach people across the 32 counties of Ireland to support them on their journey through sport and life.’

Mikey Curran, associate creative director at The Public House, added, “Some brands might look at the reach of an event like an All-Ireland game and think that alone will help them reach the masses with their message. Movember however has spent almost a year getting into GAA communities, proactively working to better them. We wanted to do something that brought attention to the tremendous work they’re already doing. This isn’t a once-off partnership but a true collaboration. Movember, GAA and the GPA are doing vital work in the space where mental health and sport intertwine.”

This work is another example of the agency’s anti-formula approach to building attention-grabbing work that is in line with their philosophy that ‘Boring Doesn’t Sell’.  The independent creative agency works with a diverse portfolio of ambitious clients including FBD Insurance, EPIC The Irish Emigration Museum, 48 Mobile, Cadbury and Barnardos.