Issue
In 2022, Ryan Jones (41) was diagnosed with early dementia and CTE caused by head injuries playing rugby. Severe head injuries are frequent in the modern game with increased speed and strengthof the players. To this day, World Rugby has notaddressed this in its rules.
Idea
Head for Change started a mass appeal to his family, ex-teammates and rugby fans worldwide to donate their memories of Ryan Jones’ career before they are lost to dementia. With each “donation”, the fans also signeda petition to change the head injury rulesof the game they love.
Execution
A PR campaign when interest in rugby is at itshighest, the World Cup, kicked off the socialand digital amplification, to crowd-source morethan 10k memories and signatures compiled ina 100-page hard copy. This approach kept his life documented for his family, friends and fans oncedementia took hold.
Planned Results
The campaign and book succeeded in changing, rugby’s rules through a worldwide petition. Launched at the Rugby World Cup in France, the media and fans focused more on the player’s welfare than tries and points. Head for Change not only raised awareness around the issue but fought for the wellbeing of the players, ultimately changing the law of the game.
