Springbok Sacha Feinberg-Mngomezulu emerges as new campaigner for mental health rights among athletes
Powerade launched the ‘Respect the Pause’ campaign with Springbok star Sacha Feinberg-Mngomezulu, introducing a groundbreaking ‘athletes code’ that guarantees mental health breaks for ambassadors without affecting their contracts, aiming to break mental health stigma in sports. Picture: Michael Sherman/IOL
Image: Michael Sherman/IOL
It’s not often that a sponsor launches an entire campaign about mental health, but that’s exactly what Powerade did with Springboks star Sacha Feinberg-Mngomezulu on Friday.
At the Coca-Cola offices in Rosebank, Johannesburg, the 23-year-old flyhalf was front and centre for the campaign entitled ‘Respect the Pause’.
It’s a clause that the brand is writing into all their contracts with their ambassadors that they will be entitled to a break from playing to focus on their mental health, and it will in no way affect the deal they have with Powerade. The clause will be called the ‘athletes code’.
At the launch Feinberg-Mngomezulu was one of a number of sportspeople that will be part of this campaign, which also included South Africa’s most successful Olympian - Tatjana Smith.
Sacha Feinberg-Mngomezulu Praises the Revolutionary Athletes Code: “Actions Speak Louder Than Words”
“I think the athletes code to me is incredible. I think someone in the video said it's like the first of its kind,” said Sacha Feinberg-Mngomezulu.
“A lot of brands talk about prioritising the person, the player, the influencer, whoever it may be. But actions speak louder than words.
“To have something contractually bound for the person to take a break from this, like you said, the high intensity, high pressure sport.”
Breaking Mental Health Stigma Through Sports: Feinberg-Mngomezulu’s Insights on Powerade’s Campaign
With the campaign running over an array of different sports, Feinberg-Mngomezulu explained it was important in breaking the stigma associated with mental health issues.
“The other sports these athletes are playing, it means a lot. It shows a lot of care for the individual. And ultimately it reciprocates into what you then put into the brand.
“If you guys give us opportunities like that, we’ll give you our 100%. And I think it’s just a mutually beneficial thing and it’s very forward thinking.
“Mental health is something that’s come into light a lot in the last four or five years. So for Powerade to hop onto that and take care of clientele, personal, relationships, that means a lot.”