Case Study: Rugby Players Ireland boosts mental wellbeing awareness with Wilson Hartnell's Tackle Your Feelings campaign

Rugby Players Ireland drives 11K+ app downloads and 125 million reach with Wilson Hartnell

The customer, Rugby Players Ireland (rpi), sought to dismantle the stigma surrounding mental wellbeing by leveraging the platform of Ireland's professional rugby players. They partnered with the vendor Wilson Hartnell and developed the Tackle Your Feelings campaign, made possible by funding from the Z Zurich Foundation.

Wilson Hartnell implemented a campaign centered on having players share their personal stories and mental wellbeing tips. The solution included a dedicated app, a schools program, and content across multiple channels. The measurable impact was significant, including over 2.7 million content views, 125 million in media reach, and 11,000+ app downloads. The campaign also successfully shifted perceptions, with 53% of players aware of it believing that discussing their experiences helps them cope.

Rugby Players Ireland (rpi)