The idea aims to raise awareness on the issue of loneliness, and it’s simply called, ‘Beat Loneliness’. We worked with Australian Red Cross to partner with Australia’s most popular eSports team, Legacy and encouraged them to change their team name to ‘Loneliness’.

Beat Loneliness then encouraged anyone who is a part of any kind of team activity (such as esports, roller derby, volleyball, soccer, netball, etc.) to jump online, register for a free sporting kit for their team, and rebrand their team to ‘Loneliness’. Then, every team that they go up against in a competition will be faced with the challenge of trying to ‘beat loneliness’. In the end, it doesn’t matter who ends up winning, loneliness loses.

Red Cross formed an unlikely alliance with esports team, Legacy. Legacy Esports was the first sporting team in Australia to rename themselves ‘Loneliness’, and called on any other teams or gaming groups to do the same.

From there, anyone involved in a team sport was encouraged to visit www.beatloneliness.com.au where they could register their team, change their team name to Loneliness and in return they received fully branded team Loneliness sports kit.

From then on, any team they played against, was actually playing to #BEATLONELINESS

The campaign kicked off at Australia’s biggest esports venue, where Legacy – now Loneliness – accepted challenges from the audience and from players across the globe. The competition quickly jumped to the front page of Twitch, with over 11,900 unique viewers streaming live throughout our two-hours broadcast. Proving that esports, like any sporting activity, can bring people together and beat loneliness.

Then we brought the idea to other sports, creating an online platform where any team in Australia could also rebrand to Loneliness, and get a free team kit to play like a pro. So far, 4,000 team kits were sent across Australia, with approximate 36,000 people playing to beat loneliness so far.