Haleon, a global consumer health company dedicated to improving everyday health, has launched a new national creative platform in Canada called 'For The Assist.' This initiative, developed in partnership with Canada Soccer, aims to highlight the small, often-overlooked health supports that contribute to the wellbeing of Canadians. The campaign features Richie Laryea, a player from Canada Soccer's Men's National Team, and will be integrated across multiple media channels, retail environments, and experiential events across the country.
Celebrating Everyday Health Supports
The 'For The Assist' platform is rooted in Haleon Canada's ongoing multi-year partnership with Canada Soccer. It draws a parallel between the crucial passes in soccer that set up goals—known as assists—and the daily health routines and products that help Canadians perform at their best. Rather than focusing solely on elite athletic performance, the campaign emphasizes the everyday habits and trusted products that support people from all walks of life, from home routines to the soccer pitch.
Richie Laryea Leads the Campaign
Richie Laryea, a key player for Canada's Men's National Team, is the face of the new creative campaign. In a statement, Laryea expressed his excitement about the partnership, saying, 'I'm excited to partner with Haleon on the 'For The Assist' campaign because it shines a light on the everyday habits that help people feel their best. Whether it's staying on top of simple health routines or having trusted products you can rely on day to day, those small assists can make a big difference.'
The campaign aims to connect daily health support to performance at all levels, showcasing how Haleon's portfolio of brands—including Advil, Sensodyne, Centrum, and Voltaren—serve as the behind-the-scenes system of care for everyday life. These products span six major health categories, providing Canadians with the tools they need to stay active, recover, and keep moving forward.
Integrated Campaign Across Multiple Touchpoints
'For The Assist' will be rolled out through a fully integrated campaign that spans online video, connected TV, out-of-home advertising, influencer partnerships, point-of-purchase displays, and experiential marketing. The campaign also includes custom retail displays and a strong in-store presence at major Canadian retailers and pharmacies, as well as online at amazon.ca. This multi-channel approach ensures that the message reaches Canadians wherever they are, from their homes to the stores where they shop.
Supporting Canadian Wellbeing
Patrick Rosettis, Interim General Manager of Haleon Canada, commented on the campaign's significance: 'Every goal starts with an assist, and the same is true in everyday health. For The Assist celebrates the preparation, recovery, and daily health support that our trusted brands provide for Canadians. It's our way of standing behind Canadians as a trusted part of their wellbeing journey.'
As national attention turns to soccer in the coming months, 'For The Assist' taps into the rising cultural energy, national pride, and community spirit surrounding the sport. The campaign reflects how wellness is built outside the stadium—in the routines, recovery, and preparation that enable people to participate fully in their lives. Canadians can also access additional resources through Haleon Canada's 'Get Well. Stay Well' digital platform, which offers savings, coupons, and health tips designed to make everyday care more accessible.
With this initiative, Haleon Canada reinforces its commitment to supporting Canadians in their health journeys, one small assist at a time.
