AUCKLAND, Today: New Zealand Rugby and Movember are pushing fans to speak up, not stay silent, in a powerful campaign tackling mental health and breaking down the stigma around getting help.
Launched in 2019 at Hamilton’s FMG Stadium, the initiative returned with impact at Eden Park. Sir Steve Hansen delivered a heartfelt team talk before the sold-out Bledisloe Cup clash, sparking a “Moment Against Silence.”
This activation flips the idea of silence on its head. Instead of quiet reflection, fans were urged to make noise, check on mates, reflect on themselves, and show support for anyone struggling.
“We always envisioned the idea would continue to be activated and grow in momentum. It is great to see that coming to life, and I really hope it gives someone the moment they need.” – Bradley Stratton, Creative Director at Dentsu Creative
NZ Rugby Head of Mental Health and Wellbeing, Dr Nathan Price, says: “As always, our mission remains simple: to build stronger, more connected communities where players, coaches, and whānau feel equipped and empowered to support one another.”
Movember Country Manager, Rob Dunne adds, “We have a great, long-standing relationship with both Dentsu and NZ Rugby. The campaign is built on shared values and a genuine hope that we can make life better for our men.”
Bradley Stratton, Creative Director at Dentsu Creative says, “We always envisioned the idea would continue to be activated and grow in momentum. It is great to see that coming to life, and I really hope it gives someone the moment they need.”
Since its debut, the campaign has gained momentum. Locally, Super Rugby franchises have embraced it, with the Crusaders making it a centrepiece of their men’s mental health round.
Internationally, Movember UK brought it to the Rugby League World Cup, even airing it on the BBC. It’s another example of dentsu’s Sanpo Yoshi approach—work that benefits society, business, and people alike.
CREDITS
Creative: Dentsu Creative
Media: dentsu Aotearoa
Client: Movember
Client: NZ Rugby
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