Rugby mental health charity LooseHeadz attempted to establish new Guinness World Records for the longest games of men’s and women’s rugby sevens at Sandbach RUFC in Cheshire to raise funds and awareness for the charity and ensure people have access to support when they need it most.

Square in the Air were presented with the opportunity to drive coverage and awareness of the world record attempt. This would involve a multi-platform approach, targeting print, radio and online media activity.

Included within the remit would be to utilise ex-England and British & Irish Lions lock George Kruis, who was taking part in the world record, and former Fiji international Niki Goneva, part of the coaching team.

ACTIVITY

To preview the world record attempt, work began with an exclusive interview with Niki Goneva placed with the Daily Mail, also to coincide with Fiji’s Nations Championship fixture with England.

In the week prior to the attempt, quotes from George Kruis were placed with The Guardian, while local regional title the Sandbach Chronicle spoke with LooseHeadz co-founder Rob Shotton. Rob, along with a local world record attempt participant, also joined BBC Radio Stoke’s breakfast show to encourage local support for the challenge. Targeted outreach also brought coverage with talkSPORT and Wales Online.

Across the weekend of the record attempt, two segments ran on national radio station BBC Radio 5 Live, having arranged phone interviews with George Kruis.

A press release confirming the record attempt was completed then delivered results with BBC News, Sport Industry and The Rugby Paper.

The coverage period ended with George Kruis speaking to specialist rugby website Planet Rugby about his remarkable efforts, with new world records times established for both the men’s and women’s matches – an incredible 28 hours.

RESULTS

Combined, the campaign resulted in more than 15million online views, 11million radio listeners and print audience of more than 30,000, across 25 individual pieces of coverage.

To date, more than £70,000 has been raised for LooseHeadz.

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