New Zealand Rugby and Movember joined forces last weekend to confront the stigma surrounding mental health, transforming a packed Eden Park into a platform for dialogue and support.
As part of the Bledisloe Cup activation, the initiative “A Moment Against Silence” encouraged fans to reject silence, check in on friends, and embrace open conversations around mental wellbeing. Unlike a traditional moment of silence used to mark loss or tragedy, the campaign reframed silence itself as the problem when it comes to mental health.
The event featured a powerful pre-match address from Sir Steve Hansen, the celebrated New Zealand rugby coach and former player, who urged the crowd to stand together in supporting those facing difficult times.
Dr Nathan Price, head of mental health and wellbeing at NZ Rugby, emphasized the mission behind the campaign: “Our goal is to build stronger, more connected communities where players, coaches, and whānau feel equipped and empowered to support one another.”
Rob Dunne, Movember’s country manager, highlighted the values behind the partnership: “This campaign is built on shared values and a genuine hope that we can make life better for men.”
First launched in 2019 at Hamilton’s FMG Stadium, the campaign has grown in reach and impact. It has since been embraced by Super Rugby franchises such as the Crusaders and adapted internationally, including at the Rugby League World Cup in the UK, where it was broadcast by the BBC.
Bradley Stratton, creative director at Dentsu Creative, which co-developed the initiative, noted: “We always envisioned the idea would grow in momentum. It’s great to see it giving people the moment they need to connect and seek help.”
The campaign also reflects dentsu’s corporate philosophy of Sanpo Yoshi — creating work that benefits society, business, and people.
