Award: REGIONAL PR AWARDS \ CA01. Australia/New Zealand PR Campaign of the Year

Last year, 685 Kiwis took their own life. Three out of four of them were men.

That’s right, New Zealand is a world-leader in one of the worst ways possible. Kiwi men kill themselves at a shocking rate of nearly three times that of female suicide. The increasing suicide rates amongst our men is a national tragedy.

To mark a national tragedy of this scale, it’s common practice to observe a moment of silence within sporting fixtures. But in this case, silence is the last thing we need.

So, on September 7th, before the All Blacks rugby match against Tonga, we got the nation talking by re-framing a moment of silence to A moment AGAINST silence.

Here’s how we did it.