Case studies
The Most Important Team Talk - Movember Ahead of the Game
Buidling mental fitness with the GAA & GPA
Legacy evolved the 2025 campaign from Break the Silence to The Most Important Team Talk, encouraging GAA clubs to make mental fitness conversations part of everyday team culture.
Authentic, first-hand storytelling from campaign ambassadors brought the campaign to life and reinforced Movember Ahead of the Game impact across GAA communities.
The campaign secured 63 pieces of coverage and a reach of over 7 million across national, regional and social media, with nearly half driving audiences directly to the Movember Ahead of the Game website.
The GAA and GPA sought to raise national awareness of the third year of the Movember Ahead of the Game 2026 workshops, reinforcing the programme’s reach and impact across communities all over Ireland.
The objective was to drive awareness and participation across GAA clubs nationwide via a national PR campaign.
Building on the 2025 campaign, which encouraged GAA communities to break the silence around mental fitness, the campaign shifted the focus from starting conversations to sustaining them. The campaign encouraged every club to turn that first conversation into a team talk that lasts - The Most Important Team Talk. The PR campaign was built around this messaging, with GAA players Declan Hannon, Kevin McManamon, Martin Stackpoole and Leah Caffrey serving as campaign ambassadors. Martin and Leah are both Movember Ahead of the Game facilitators, bringing authentic, first-hand experience to the campaign and reinforcing its core message.
A launch event at Croke Park brought together ambassadors, media, influencers, GAA/GPA stakeholders and workshop participants.
Results
Media coverage:
Subject matter-led ambassador interviews secured high-profile national coverage - RTÉ Radio 1, Ireland AM, the Irish Independent and The Sunday Times.
The campaign delivered 63 pieces of coverage, with a reach of over 7 million through traditional media outlets and social channels. Nearly half (29 pieces) included a direct link to or mention of the Movember Ahead of the Game website, supporting increased programme visibility.
Impact results to come.