New Zealand Rugby is launching a website and social media campaign targeting mental health.
Former All Black Keven Mealamu. Photo: PHOTOSPORT
The campaign features stories from former All Black hooker Keven Mealamu, All Black assistant coach Wayne Smith, Black Ferns Sevens star Ruby Tui, former Chiefs and Junior All Blacks prop James McGougan, the Sunwolves' Liaki Moli and former international referee Chris Pollock, among others.
The website, www.headfirst.co.nz, offers players, parents, coaches, referees, volunteers and supporters a resource to get information about mental fitness, mental health and wellbeing.
NZR education manager Dr Nathan Price said New Zealand had sobering statistics around mental health; one in five New Zealanders experience mental illness each year and the youth suicide rate is one of the highest in the OECD.
He said breaking down stereotypes surrounding New Zealand's typical "strong, silent" rugby player would help the rugby community open up about mental health and encourage players and others involved in the sport to seek help.
"Rugby plays a huge role in the fabric of our community and culture. Over 170,000 Kiwis play rugby, coach and referee. Hundreds of thousands more are volunteers, parents and fans. Rugby is ingrained in our communities and by default contributes to mental health statistics.
"Rugby is in a unique position to contribute to the conversation around mental health and wellbeing. There is a perception that rugby players are tough and asking for help is a sign of weakness. Our campaign is explicitly about breaking that down. Asking for help is actually incredibly courageous and very tough.
"We can help to shift perceptions by asking rugby players to talk about these issues and show people who look up to them that mental health and wellbeing are best dealt with by being open and seeking help.
The campaign was especially important for rugby because a number of high-risk groups were represented.
"A large number of rugby players are young men. Seventy-five percent of mental health issues start before the age of 25 and the male suicide rate is 19 per 100,000 compared to the female rate of 6 per 100,000.
Dr Price said Maori and Pacifika were overrepresented in mental health statistics and NZR hoped rugby could be a vehicle to help make a difference in these communities.
"When a player suffers a physical injury they get it treated. We want mental health to be seen in the same way. At the first sign of a problem people should seek help and get support and treatment.
"Our aim is to get the Headfirst website and resources in front of as many within the rugby community as possible. Improving mental health literacy and awareness is the first step in tackling the problem. Once awareness is raised people are much more likely to seek help.
"We are excited to use our position of influence in New Zealand, especially with young men, to make a real difference and reduce the stigma around mental health and wellbeing."
-RNZ