The Challenge
As part of the development of a new campaign, Laya wanted to explore how rugby could be used as a meaningful platform to address loneliness. The brand needed a deeper understanding of the role rugby, and sport more broadly, plays in combating loneliness, as well as clear direction on which campaign concepts would resonate most with people.
Our Approach
We partnered closely with Laya and an academic expert specialising in loneliness to ground the research in both lived experience and academic rigour.
We explored perceptions of loneliness, the social role of sport, and how shared sporting experiences such as those in rugby, can create connection and belonging. Alongside this, we evaluated multiple creative concepts to understand emotional resonance, message clarity and credibility, helping to shape the final campaign direction.
The Outcome
The research directly informed the development of a successful campaign, “We are One. Always” that has since been rolled out across multiple professional sports teams in Ireland. The campaign is design to combat rising loneliness in Ireland, where 1.8 million adults are affected.
By grounding the creative in a genuine understanding of loneliness and the role sport can play in supporting mental health, Laya was able to communicate the message with credibility and emotional impact. Leveraging the power of community, this campaign includes events, supporter catch-ups, and initiatives aimed at creating connection through rugby, with 85% of people agreeing that sport helps reduce loneliness. The campaign showcased how shared sporting experiences can help tackle loneliness, reinforcing Laya’s commitment to mental health and wellbeing.