Media campaign & mental health awareness for State of Mind

  • Created and distributed content, including hard-hitting features with Super League players
  • More than 8.7m people reached via Facebook and Twitter.
  • National media coverage in Daily Mail, Sky Sports, BBC, and ITV.
  • Widespread regional, local, and trade media coverage.
  • 130+ pieces of coverage

“The media coverage was comprehensiveโ€ฆ they readily kept us informed and reviewed progressโ€ฆ (and) we’re confident that the substantial media exposure achieved an increase in the likelihood of commercial support for our future campaigns.”

Malcolm Rae OBE, State of Mind director


Mental health charity State of Mind commissioned us to coordinate the media coverage of their themed round of Super League fixtures.

Their objective was simple: to reach as many fans as possible with messages of mental health awareness.

By liaising with players, journalists, publications, officials, clubs, and the governing body across a six-week period, we ensured maximum publicity for State of Mind.

Our PR strategy and execution created significant media exposure across print, online, radio, and television.

And at least two rugby fans later contacted State of Mind to reveal that the activity around the themed round of matches had prevented them from taking their own lives.