Case studies
Movember Ahead of the Game with the GAA/GPA
Legacy crafted an insight-led communications strategy that brought research to life through GAA terminology and an activation plan tailored to engage its target audience.
Using inter-county players as programme advocates, we prioritised mental health through in-depth media interviews. The launch was amplified by social content, an influencer drop, and a digital PR campaign.
While almost all media KPI’s were met or exceeded; crucially, awareness grew from 22% to 33% among the GAA audience across the 4-month campaign and the programme participation target of 10,000 was exceeded.
Movember Ahead of the Game sought a PR campaign to promote the Ahead of the Game workshops conducted in GAA clubs throughout the country.
The objective for PR was to secure top-tier national media coverage to grow awareness with a reach target of 2 million. Combined with supporting social content, the over-arching objective was to increase programme awareness and engagement.
A research-based insight revealed 40% of men don’t speak about mental health, translating in GAA terms, to 6 out of 15 members of a team. Our message was to Break the Silence. This messaging informed the PR and content-led campaign, utilising 4 GAA players as campaign advocates.
Subject matter-led advocate interviews secured coverage across national media including Ireland AM and the Irish Independent.
National and tailored regional press releases engaged the GAA community at grassroots level.
Influencer gifting to high-profile GAA personalities ensured organic social reach carrying our key messaging.
Graphic design and video production delivered prolonged organic impact across socials channels.
Results
Media coverage: 36 pieces of subject-matter-led media coverage with reach of over 2.5million (target 2 million).
Organice social: Over 200k organic reach for influencer drop and social content.
Impact: Awareness of MAOTG grew 11% among the GAA audience (target 8%) and the rise in programme participants exceeded the target of 10,000.