Movember & Rugby League Cares – Rugby League World Cup 2021 Mental Fitness Charter


A world-first partnership for a major international sporting tournament saw Movember partner with RLCares and the Rugby League World Cup 2021 to deliver a mental fitness charter that put mental fitness at the heart of the tournament.

This resulted in every player, team official, match official, teammate and volunteer being educated in how to look after their own and others’ mental fitness. But more than this, the partnership reached into the community delivering mental fitness workshops to 8,000 young rugby league players and their families, and trained grassroots coaches in order to create a lasting legacy in their own communities. The partnership also included a major public facing campaign delivered in-stadium at every RLWC game, as well as via broadcast channels, PR, and social media, urging fans to ‘Go Beyond The Banter’ and culminating in a ‘Moment Against Silence’ - a mass participation activation involving over 24,000 rugby fans, the RFL Patron, HRH the Princess of Wales, and broadcast to millions around the world.