Campaign/ messaging

GameChanger is a programme aimed at raising awareness and action through sport to tackle domestic, sexual and gender-based violence (DSGBV). The programme is a partnership between Ruhama, the GAA and White Ribbon Ireland, supported by the LGFA and Camogie Associations.

This is an ambitious programme of work to: encourage behaviours that support gender equality and respect of women; challenge the societal culture of sexual violence, including sharing of pornography, intimate image abuse and sexual exploitation; and encourage men and boys to engage in active allyship to eradicate gender-based violence in society. To do this the campaign will leverage the enormous influence and goodwill associated with Ireland’s largest sporting organisation.

Hero video

We worked with the project partners to develop a messaging strategy for this campaign, and activate via creative campaign materials. This was an in-depth process involving commissioned public attitudes research and extensive desk research (facts about GBV, policy approaches, international best practice and approaches to public communications on this issue).

Posts featuring player ambassadors

We developed the name ‘GameChanger’ for this programme and created materials including video and social media content in collaboration with the project partners and a group of selected player ambassadors. Phase 1 of this campaign was launched on 25 November, 2024 to mark the first day of the annual 16 Days of Activism against Gender-Based Violence.

Campaign messaging

Phase 2 is due to go live in summer 2025 and will involve a further suite of campaign materials, as well as a resource hub for clubs and communities around the country to learn more and get involved with the campaign.

Teaser video to launch charity partnership (2024)