At the beginning of 2016, the Irish rugby team was preparing to defend the 6 Nations Championship and pride in the
team was at an all time high. At the same time, Ireland was experiencing an unprecedented crisis. Homeless numbers had doubled in the previous 12 months. Irish team sponsor, Three, decided to take a stand.Three donated the most valuable sponsorship in Irish sport to charity, Focus Ireland, to help TACKLE HOMELESSNESS. Three were using Ireland’s pride to highlight its shame. The campaign kicked off moments before the nation stood and sang, “Ireland’s Call”, an anthem written to represent and unite every person on the Island of Ireland.
Three took over the entire final TV commercial break to broadcast a 3-minute film featuring Ireland’s most excluded
citizens soberly narrating the beloved anthem about inclusion and unity. The film purposely turns this beloved anthem on its head and imbues the familiar lyrics with new meaning.
Set against a beautiful, yet somber black and white portrait of Ireland, the song is heartbreakingly delivered by
Ireland’s homeless citizens together with Ireland outhalf, Johnny Sexton, to remind viewers that we all need to “fight
until we can fight no more” to help those whose call is never answered.
