NZ Rugby + Movember launch ‘A Moment Against Silence’ campaign via Dentsu Aegis Network

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A Moment Against Silence

🎥 WATCH | New Zealand Rugby and HeadFirst are encouraging fans to take a stand against silence as part of a new campaign, launched today, to support the conversation around mental health and the stigma associated with getting help.FULL STORY ➡️

Posted by All Blacks on Sunday, September 1, 2019

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, the Dentsu Aegis Network, New Zealand Rugby (NZR) and The Movember Foundation have teamed up to turn a moment of silence, into a Moment Against Silence.


At 2:21pm this Saturday, just before kick-off at the All Blacks v Tonga Test in Hamilton, ‘A Moment Against Silence’ will be observed. The crowd at the ground will be encouraged not to stand in silence, but to make as much noise as they can to show support for Kiwi blokes.

Says Ryan Jordan, strategy director, Dentsu Aegis Network: “Last year we lost 685 Kiwis to suicide. The Movember 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.”

Says Robert Dunne, country manager, Movember NZ: “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 has launched and is being promoted through All Blacks’ social media channels, ambassadors, TV, outdoor and through integration into SKY rugby programming throughout the week. The campaign will peak at the All Blacks v Tonga Test at FMG Stadium Waikato this Saturday, 7th September, just before kick-off at 2:21pm.

Advertising network – Dentsu Aegis Network
New Zealand Rugby
The Movember Foundation