Getting men to talk
about their feelings
The Movember foundation approached us to come up with a new way for them to bring awareness to men’s mental health and help the men of New Zealand talk about their feelings. In service of this, our goal was to combine two most well-loved and respected things that get Kiwi blokes talking: rugby & beer.
We paired 15 creatives with 15 rugby legends and got them in a room to have a chat about 15unique moments in rugby history. From there 15 bespoke coaster deigns were created and the Team Talk campaign was born. The main goal of the coasters was simple: kick off the conversation.
Alongside the coasters we ran a promotional video on web & social channels, which was created in collaboration with rugby legend Nehe Milner-Skudder. We were adamant on involving Milner-Skudder, who had been very open about his struggles with mental health, knowing the world of good a prominent figure speaking openly & honestly could do. In addition we were sure to involve Sir John Kirwan, who has been a champion for men’s mental health and is much respected in the rugby community.
Team Talk coasters were available to purchase for a limited time in packs featuring all 15 unique designs, and were also given to hospitality groups around the country to be stocked in their venues. The campaign successfully bolstered Movember’s engagement for 2019, though there is still much work to be done in the men’s mental health space.
