Movember and NZ Rugby urges noise over men’s suicide in new campaign via Dentsu Creative NZ

New Zealand Rugby and Movember are encouraging fans to take a stand against silence as part of the rugby’s ongoing campaign to support conversations around mental health and the stigma associated with getting help.

First introduced at Hamilton’s FMG Stadium in 2019, the activation is a collaboration between NZ Rugby, Movember, and Dentsu Creative and this year was delivered through a powerful team talk from highly decorated New Zealand rugby union coach and former player Sir Steve Hansen at a sold-out Eden Park, ahead of last weekend’s Bledisloe Cup.

A Moment Against Silence is designed to encourage more open conversations about mental health, to check in on mates and for those needing help to feel safe enough to ask for it. While A moment of silence is commonly used to observe loss or national tragedy, this campaign highlights that when it comes to mental wellbeing, silence is the problem. A Moment Against Silence invited those at the ground and those watching the broadcast to step into a different kind of moment. It is a moment to make noise, check in with a mate, reflect on where they are at, and show support for those tackling tough times.

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 the campaign’s debut in 2019, it has continued to grow in scale and impact. Locally, it has been embraced by Super Rugby franchises, with the Crusaders making it a centrepiece of their men’s mental health round. Globally, it has been executed by Movember UK at the Rugby League World Cup and broadcast on the BBC.

The campaign is a demonstration of dentsu’s commitment to Sanpo Yoshi, meaning work that is good for society, good for business, good for people.

Creative: Dentsu Creative
Media: dentsu Aotearoa
Client: Movember
Client: NZ Rugby