AUCKLAND, Tuesday: Dentsu NZ have come up with a novel idea for the NZ Rugby/Movember awareness campaign against male suicide – to put an end to the silence, first engineer a very loud noise from a lot of people!
A Moment Against Silence launches this Saturday immediately before the All Blacks v Tonga test in Hamilton, where the crowd will be asked not to stand in silence, but to make as much noise as they can.
DAN strategy director Ryan Jordan said: “More Kiwis are taking their own lives than ever before, and three out of four of them are men. Normally a tragedy of this scale is marked, before a sporting match, with a moment of silence.
“So, DAN, NZR and the Movember Foundation teamed up to turn a moment of silence, into a Moment Against Silence.
“Last year we lost 685 Kiwis to suicide – three out of four of them were men.”
“Last year we lost 685 Kiwis to suicide, and the foundation is working hard to shift the behaviour from silence to talking, the most promoted form of proactive therapy for men’s mental health.
“Movember is a funding partner of the NZR’s HeadFirst programme and we thought what better way to visualise this behaviour than to work together to reframe a moment of silence, a common practice within rugby fixtures to recognise a loss or tragedy.”
Movember NZ manager Robert Dunne said: “I have been hugely excited to work with the Dentsu Aegis team, NZR and HeadFirst on A Moment Against Silence.
“This campaign is a true partnership with a network of organisations that have aligned values and passion for the cause. I have no doubt this campaign will positively affect the lives of many men in this country.”
The campaign launched yesterday on social media channels, TV, Outdoor, and Sky (during rugby telecasts).
Creative: BC&F Dentsu
Film Production: BC&F Dentsu
PR: Mktg (a DAN agency)
Media: Carat (DAN)
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