Tackle Your Feelings is an innovative and unique campaign aimed at breaking down the stigma around emotional vulnerability. The initial three-year campaign created by Rugby Players Ireland, in partnership with Zurich Ireland, focused on preventative mental wellbeing. Drawing on sport psychology principles, it encouraged people to improve their self-awareness and work on their mental wellbeing. Due to the success of the initial campaign, TYF has been relaunched with a new look app, website and strategy, continuing to build on the initial aim of the original campaign.
There are five distinct audiences being targeted over the next three years of the campaign. The main app is for the original target audience, alongside focused campaigns for schools, workplaces, Pro-Rugby Players and Athletes. Each one of these audiences has its own sub brand which continues the same look and unique custom logotype. We have broken down the sub brands to represent the different target audiences with unique bright positive colour-sets. The main app still has the primary brand colour set so it can be easily identifiable for the original target audience campaign.
Working with sports psychologists and experts from a number of fields from Rugby Players Ireland. The campaign strategy was underpinned by two psychological theories, these theories provided insight into the stages that a person moves through when becoming more proactive about their mental wellbeing and the factors that influence this journey. Based on this we created a number of resources that the user is guided through that explore everything from relationships to nutrition and sleep. The app journey involved months of planning and designing, working closely with the sports psychologists and various other parties with the Rugby Players Ireland to create the campaign.
