Laya healthcare is thrilled to unveil its latest sponsorship campaign, ‘We are one. Always.’, a 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.
Created in collaboration with Legacy Communications and produced by Roamer, ‘We are one. Always.’ showcases the power of the sporting and rugby community in Ireland, in the journey to combat loneliness.
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 topic is visually brought to life in the campaign 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; following 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. At every opportunity the research was leveraged to inform and support the campaign. The media plan is therefore focussed on the audience identified as 25-44 with the campaign being mainly driven by digital, social and OOH.
The research commissioned by laya healthcare 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. The research commissioned by laya healthcare showed that 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. For some of us, sport is a great way to create these feelings. In recent research commissioned by laya, 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. Laya healthcare will continue these giveaways into 2025, along with other exciting supporter initiatives to be announced in the new year.
Laya healthcare believes in the power of sport to bring people together when it matters most. Sport can be an antidote to loneliness – a way to connect with others and feel part of something bigger.
Speaking about the campaign, Kevin Kent, Head of Marketing and Consumer Sales at laya healthcare, states: “At laya healthcare we were profoundly impacted by the findings of the research available on the topic and on the consequences that loneliness can have on your mental and physical health.
“As the proud Health and Wellbeing Partner for Connacht, Leinster and Munster Rugby 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.”
Creative: Legacy Communications
Production: Roamer
Media Buying: Mindshare
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About laya healthcare
Laya healthcare members can avail of some of the most innovative health insurance benefits and services in the Irish health insurance market along with life insurance (layalife.ie) and travel insurance (layatravelinsurance.ie). Its brand promise, Looking After You Always, represents laya healthcare’s member-centric approach, which is fundamental to its vision and values.
Laya healthcare is part of the AXA Group, a worldwide leader in insurance and asset management, with 145,000 employees serving 93 million clients in 51 countries.
Health Insurance provided by Elips Insurance Limited (Inc. Liechtenstein) trading as laya healthcare. Laya healthcare Limited, trading as laya healthcare and Laya Life, is regulated by the Central Bank of Ireland. Life Insurance provided by IptiQ Life S.A. (Inc. Luxembourg). Travel insurance is provided by AIG Europe S.A. (Ireland Branch).
Notes:
Throughout the campaign, laya has worked with loneliness experts, including Dr Joanna McHugh Power (BA, PhD) an academic psychologist and associate professor with 15 years’ experience working on the topic of social isolation and loneliness. Dr McHugh Power has contributed to what we know about loneliness at national and international levels, with over 70 peer-reviewed publications.
Laya healthcare’s research was conducted by Spark Market Research. The research included a mixed method approach with qualitative and quantitative research to include six online focus groups and 1,000 respondents to an online survey. The fieldwork took place in June 2024. The research highlights the power of sport, specifically rugby, in combating loneliness and fostering a sense of community.
