Harte Media partnered with TBWA Ireland and The Alzheimer Society of Ireland to launch TheReplay.ie, an online archive of legendary GAA commentator Mícheál Ó Muircheartaigh's iconic commentary, designed to support people living with dementia through reminiscence therapy. Rather than simply launching a website, the objective was to create a national event that celebrated Mícheál's legacy, united key partners and generated widespread public awareness of a new dementia-support resource.
The Challenge
The campaign required balancing multiple objectives:
Honour Mícheál Ó Muircheartaigh's legacy with the full support of his family.
Create an inclusive and respectful experience for people living with dementia and their carers.
Bring together a diverse partnership including the GAA, RTÉ Archives, Maynooth University, TBWA\Ireland and The Alzheimer Society of Ireland.
Deliver significant national media coverage while communicating the therapeutic benefits of reminiscence therapy.
The Strategy
Harte Media transformed the launch into an immersive storytelling experience at Croke Park, using the venue itself to evoke memories and emotion.
The event featured:
A professionally produced launch film.
Personal stories from people living with dementia and their families.
Participation by the Ó Muircheartaigh family.
Expert commentary on dementia and reminiscence therapy.
Extensive broadcast and photography opportunities.
Carefully managed stakeholder and media engagement to ensure every audience left feeling connected to the project.
Results
The launch generated exceptional national attention, including coverage across:
RTÉ television and radio
Virgin Media News
Newstalk
Irish Independent
Irish Examiner
Irish Daily Mail
Regional media nationwide.
Campaign performance:
13.17 million media reach
30 online articles
24 radio interviews and reports
16 print articles
4 national television news features.
Lasting Impact
The event delivered far more than media coverage. It successfully positioned The Replay as a trusted national dementia-support resource.
Within just three weeks of launch:
46,000+ visits to TheReplay.ie
80,000+ minutes of content consumed.
Importantly, the campaign helped shift the public conversation around dementia from one focused on decline to one centred on memory, connection and wellbeing. Today, The Replay continues to be used by families, care providers and dementia-support organisations across Ireland as a practical reminiscence therapy resource.
Why It Stood Out
Rather than launching a product, Harte Media created a shared national experience. By combining emotional storytelling, cultural heritage, scientific insight and lived experience, the campaign demonstrated how strategic communications can generate lasting social impact while delivering outstanding media results.
