Laya Healthcare has unveiled its latest sponsorship campaign, ‘We are one. Always.’.
It is a powerful and captivating campaign linking to their Connacht, Leinster and Munster Rugby partnerships to help combat loneliness in Ireland, leveraging the social connection offered by the rugby community.
The campaign has been created in collaboration with Legacy Communications and produced by Roamer.
Through expert led research, laya healthcare unearthed that loneliness is a silent and growing epidemic in Irish society which, if not caught in time, can have a substantial impact on the mental and physical health of the country.
The campaign brings the topic to life through two key visuals: still and film.
In Ireland, it was found that 1.8 million of us will experience loneliness each rugby season and surprisingly, it impacts younger adults the most.
This insight informed the creative response developed and brought to life through film.
There is a perception that loneliness is an issue that only impacts an older demographic so the campaign challenges that ideology.
The hero campaign film focuses on the experience of two key cohorts impacted by loneliness: a younger woman in her 30s (25-44 showing as an impacted group) and a dad, as parents are another audience cohort impacted by loneliness.
The research informed the key campaign visual – a team huddle; with a uniqueness to show the community of each provincial rugby club; bringing the players and supporters together which will be used across social, digital, media partnerships and OOH.
We tend to feel loneliest when we are by ourselves or at home, so getting out is likely to help us reduce these feelings. Sport can be a great way to create feelings of belonging, which can reduce loneliness.
85% of respondents agreed that sport has a role to play in reducing loneliness in Ireland, and those who followed any sport were less likely to be lonely than those who did not, regardless of their age, gender, or socioeconomic group.
To support this connection laya healthcare will be giving away tickets to upcoming matches for all three provincial teams, encouraging people to engage with friends old and new, supporting that social connection with in person match attendance.
The giveaways will continue through the season, along with other supporter initiatives to be announced in the new year.
“We were profoundly impacted by the findings of the research and on the consequences that loneliness can have on your mental and physical health,” said Kevin Kent, Head of Marketing and Consumer Sales at laya healthcare.
“At laya healthcare we are the proud Health and Wellbeing Partner for Connacht, Leinster and Munster Rugby and we have seen firsthand the power of sport when it comes to uniting people and the positive impact it can have on health and wellbeing, particularly in the context of combating loneliness.”
“This insight led campaign is something we are proud to launch in 2024 and will be building on into 2025 to include more opportunities for people to connect and get ahead of loneliness. We are proud to use our sponsorships with each of the three provincial clubs and looking forward to helping combat loneliness together over the coming years.”
Kevin Kent will feature in a special interview next week looking in greater depth at the campaign and what it hopes to achieve.
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