3 Gives €1m IRFU 6 Nations Rights To Focus Ireland's 'Tackle Homelessness'

In a serious and brave CSR move, Ireland Rugby’s principal partner and shirt sponsor is leveraging its rights around the 2016 RBS 6 Nations tournament by giving homeless charity Focus Ireland a €1million marketing campaign called ‘Let’s All Tackle Homelessness’.

The mobile telecoms business aims to ‘harness the goodwill, enthusiasm and passion of rugby fans’ across Ireland to generate awareness and funds to make a real difference to the lives of people currently facing great difficulties as a result of homelessness’.

The major, multi-platform cause campaign spans TV spots, radio ads, outdoor and online executions, PR, on-the-ground promotion, plus a three-minute documentary on homelessness, as well as access to Three’s rugby ambassador (and Ireland fly half) Jonathan Sexton.

Kicking off with a PR-led and social media supported campaign launch.

Three Ireland assist Focus Ireland in rugby marketing campaignhttps://t.co/leN8rfCxFS @ThreeIreland #SixNations pic.twitter.com/QBrzA85Yaf

— Business World (@BusinessWorldIE) February 2, 2016

We’ve teamed up with @FocusIreland to help #TackleHomelessness. You can help, text HOME to 50300 to donate €2 pic.twitter.com/qTNAs7kSrR

— Three Ireland News (@ThreeIreland) February 1, 2016

Answer Irelands Call … #TackleHomelessness @ThreeIreland @FocusIreland @IRFURugby, text HOME to 50300 https://t.co/qb1CdLjzHw

— Rachel Cunningham (@Rachyrae021) February 1, 2016

Followed by a three-minute online film (from agency Boys & Girls) which was aired during an entire commercial break during the Ireland v Wales 2016 6 Nations game on 7 February and is effectively a re-purposing of the Irish united rigby anthem ‘Ireland’s Call’ to help Focus Ireland leverahe 3’s Ireland rugby rights to tackle the homeless crisis in Ireland.

Instead of the lyrics being sung with pride by the fans, it is solemnly delivered by some of the 5,000 homeless people living in Ireland today. When applied to homelessness, the lyrics of the anthem are imbued with a powerful new meaning.

Running in parallel with the marketing campaign is a fundraising strand focused on a dedicated text line which sees Three make its own ‘call’ to Ireland’s rugby fans and the rest of Ireland to help by texting HOME to 50300 to donate €2.

No network charges will be applied to donations made on the Three network and all the funds raised by the initiative will go straight to Focus Ireland.

The objective of the campaign and the handing over of Three rugby rights paskage is to enable Focus Ireland to reach those most at risk of becoming homeless and give advice, information and support.

Homelessness is a growing problem in Ireland and the number of families experiencing homelessness has increased tenfold (from eight to 80 families a month) in recent years.

Every single day Focus Ireland is committed to securing a new home for a homeless family, but the challenge is tough as on an average day in Ireland two families lose their homes.

‘We are incredibly grateful to Three for using its sponsorship of the Irish rugby team to provide this platform to raise awareness for the issue of homelessness,’ comments Focus Ireland CEO Ashley Balbirnie.

‘We do not have the resources to launch a campaign anywhere near this scale so Three’s generosity will go a long way in helping us to achieve a new awareness of homelessness in Ireland, reach a wider audience and make it easy for people to support our work. This is a very welcome opportunity to create an impactful campaign and raise funds that will ultimately change lives,’ Balbirnie adds.

‘Homelessness is one of the major issues facing our society and we wanted to play our part in supporting this very worthy cause,’ outlines Three Ireland chief commercial officer Elaine Carey.

‘Therefore we are giving our assets and full marketing campaign associated with the rugby sponsorship to Focus Ireland. This will raise funds and awareness and help Focus Ireland reach those in need of their services, advice and information.’

Comment

This admirable, brave and innovative temporary transfer of sponsorship rights marks a major change from the telco’s Rugby World Cup IRFU #AllItTakesIsEverything activation through the later half of last year (see case study).

While that World Cup work aimed to unite the nation and bring everyone together, this fresh approach aims to actually do something tangible about the challenges and problems facing Irish society.

It is an approach to be admired and supported by rugby fans everywhere.

Links

Three Ireland:

http://www.three.ie/

Three Ireland Twitter:

https://twitter.com/ThreeIreland

@ThreeIreland

Three Ireland Facebook:

https://www.facebook.com/3Ireland

Three Ireland YouTube:

https://www.youtube.com/user/threeireland

Focus Ireland Website:

http://www.focusireland.ie/