Rugby Players – ‘Lifting The Weight’ On Mental Health

Where do people go to get help?

Mental health is something than can affect almost anyone, anytime – it’s something that challenges ordinary people and superstars alike!

The problem is, not many people feel able to get help, or know where to go for it, given there is still a stigma associated with mental health disorders.

But just speaking out, recognising that you could have a problem, and then having the courage to make the first few steps, is something that must be done.

• Lift the weight’ – a hub for rugby players

Lift the Weight is a social marketing initiative fronted by the RPA (The Rugby Players Association) designed to do just this. It’s an online resource purpose-designed for RPA members.

The website is full of useful videos, advice and links aimed at motivating players to seek help and support on a range of mental health issues.

Recognising that you have an issue is step one but Lift the Weight goes further

Rugby is one of those sports where injury, physical problems and even relationship issues can trigger anxiety, lack of confidence and even full on depression. And when that sets in, it’s difficult to remove yourself from a frame of mind that drags you down, stops you from playing at your best, and even causes you to drop out of everyday life.

The RPA believes that recognising the problem is the first step, but ‘Lift the Weight’ does much more. It’s designed to transform lives, by empowering people to make positive changes that benefit their health, their sporting capabilities, and their lives.

The basic idea behind the social marketing project is to connect players to a network of people and support, so they don’t have to suffer in silence and carry the weight of the world, and their sport, on their shoulders. The good news is they can tap into a framework that supports them in different ways.

From coping with injury and emotional pressure, to performing in front of a crowd, to facing constant media scrutiny and meeting the high expectations of fans, these are all pressures associated with the game of rugby and the reasons why ‘Lift the Weight’ is such a vital lifeline for players.

A lifeline helping rugby players to cope

Regarded by many as an actual lifeline, Lift the Weight does exactly what it says on the tin. It eases the weight of the burden, encourages self-help and aims to sustain positive behaviour change over time.

Heralded as a highly successful social marketing approach, Lift the Weight encourages rugby players to take control – and to maintain it.

What is social marketing?

So what is social marketing and why has the technique been so successful in the sports field?

It’s a marketing framework for promoting positive behaviour change. But it’s not just about changing poor behaviours, although many campaigns are designed to do this particularly in the healthcare industry, it also reinforces/encourages good behaviours and positive decision making.

Delivered using the latest customer insight, automation tools and segmentation techniques, social marketing gets to grip with some really serious issues and attempts to help people (and whole communities) to take control of their health and lifestyle habits.

Behaviour change that can be sustained, over time

But it’s the ability of social marketing to inspire change over time that makes it stand out from other marketing techniques and projects.

As targets become familiar with a subject, the help resources available, or specific initiatives designed to support them in their decision-making, research has conclusively proven that people do change and don’t fall back into bad habits. But that doesn’t happen over night.

Social marketing campaigns often have many different layers, with each level designed to connect with a need, trigger a reaction, and to sustain change.

Many regard it as a lifeline – and it’s not just on the rugby field. It has a place across society.

For any enquiries related to Healthcare Advertising Agencies and to tap into Perfect Circle’s ideas and social marketing expertise, contact Oliver Morton on t: 0845 38 99 343.