In Ireland, where four in five suicides are male, silence remains a killer. That silence is most deeply felt in rural communities — where GAA clubs sit at the heart of social life.
Movember’s Ahead of the Game programme, delivered with the GAA and GPA, set out to empower young players, parents and coaches to develop mental health literacy. In 2025, Legacy Communications redefined the programme’s PR strategy with a bold creative concept — Break the Silence — rooted in an insight that 40% or six in every 15 men (almost half a GAA team) have never spoken about mental health.
With a modest budget, the campaign approach was driven by quality over quantity. National and regional storytelling, supported by advocates including All-Star players Dan Morrissey, John Maher and Saoirse McCarthy, delivered credibility and emotional truth. An influencer gifting drop, localised versions of key campaign communications and a live championship matchday activation gave the campaign reach and resonance across every corner of the island.
Results were exceptional, exceeding KPI’s set: 2.43 million reach, 36 quality media hits, 10,307 workshop registrations, and a rise in programme awareness from 22% to 33% (iReach, 2025). Importantly, 81% of adults agreed the programme is vital in tackling male suicide. Beyond metrics, the campaign achieved cultural resonance — changing how communities talk about men’s mental health.
Movember Ahead of the Game 2025 demonstrated that PR, when grounded in cultural insight and human storytelling, can change attitudes, inspire action and spark a national conversation that saves lives.
