British & Irish Lions have supported LooseHeadz’s Hugby campaign
The British & Irish Lions have supported LooseHeadz’s Hugby campaign by taking part in a pre-match activation at the Aviva Stadium ahead of the opening fixture of their 2025 tour.
Rugby mental health charity LooseHeadz has launched its Hugby campaign, with The British & Irish Lions participating in the initiative before their match against Argentina on Friday 20 June in Dublin. The moment took place immediately after the national anthem, encouraging players, fans and staff in the stadium to hug those around them as a gesture to reduce stigma around mental health in rugby.
The campaign, created by LooseHeadz, aims to replicate the symbolic actions seen in other sports, such as footballers taking the knee. It marks the beginning of a wider awareness drive under the message “Hug a mate and donate.”
Support for the campaign has also come from broadcaster Nick Mullins, who voiced the campaign video played in-stadium during the Hugby moment. The video is being shared across social platforms, where fans and players are also being encouraged to take part by posting their own Hugby moments, donating to LooseHeadz, and nominating others.
LooseHeadz was founded to address mental health in rugby and continues to campaign for greater awareness across all levels of the game. The 2025 British & Irish Lions tour, which began with the fixture in Dublin, is the first time the campaign has been activated at this scale.
Additionally, Patron Saint has been confirmed as an official supplier ahead of the Tour to Australia 2025. To mark the partnership, Patron Saint has launched its 1888 whisky, named after the year the Lions were founded.
