Red Cross aims to #beatloneliness in latest campaign

The Red Cross has launched a campaign aimed at beating loneliness by encouraging Australians to register their sporting team for a free kit which rebrands the club name to ‘loneliness’.

Created in partnership with Thinkerbell, the campaign will see everyone who registers their sporting team go up against their competition who will also be named “loneliness”.

The idea is that each team will be competing to ‘beat loneliness’


Judy Slatyer, Red Cross CEO, said in a statement: “The friendships and sense of belonging felt in sporting and gaming communities is what makes this project so special. We want people to know loneliness doesn’t have to be a constant in their life.

“Your team, whether you’re a player or a fan, isn’t just a team, it’s also your support network. We are asking teams to join this campaign and play for a bigger cause this season. We’re widening the playing field and encouraging everyone to help beat loneliness.”

Adam Ferrier, consumer psychologist and Thinkerbell co-founder, added: “#beatloneliness is a powerful idea as it helps ‘out’ the endemic issue of loneliness.

“Further, by teaming with Legacy Esports, Red Cross is helping to bust one of the biggest myths around loneliness that gaming culture, and social media in general are a significant cause of loneliness.

“In fact, often the very opposite is true. Many people claim that esports has been one of the vehicles that have actually helped them connect with others”.


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