‘For The Assist’: Haleon Canada launches national campaign with Canada Soccer to celebrate the small health supports behind Canadian wellbeing

New Haleon Canada creative featuring Richie Laryea to celebrate the small health supports behind Canadian wellbeing GNW

Article content

New Haleon Canada creative featuring Richie Laryea anchors integrated campaign spanning media, retail, and cross-country experiential

Article content

TORONTO, May 21, 2026 (GLOBE NEWSWIRE) — As Canadians prepare to cheer on Canada Soccer’s Men’s National Team this summer, Haleon, the consumer company focused on delivering better everyday health, is looking beyond the highlight reel to spotlight everyday support with its national creative platform, For The Assist. Through this platform, Haleon celebrates the small, often-overlooked moments that make every big achievement possible.

Article content

Article content

Article content

Rooted in Haleon Canada’s multi-year partnership with Canada Soccer, For The Assist connects daily health support to performance at all levels, from home routines to the soccer pitch. The platform leverages Canadian soccer athletes across campaign touchpoints, including a new creative campaign starring Men’s National Team player Richie Laryea. Rather than focusing solely on elite performance, the campaign centres on the products and everyday routines that power Canadians from coast to coast.

Article content

Article content

“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,” says Richie Laryea. “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.”

Article content

The platform draws a parallel between crucial passes in soccer that set up goals and the daily health assists that Haleon products provide to Canadians. Helping them show up, stay active, and keep moving forward. Haleon supports Canadians across six major health categories, with leading brands such as Advil and Sensodyne to Centrum and Voltaren, positioned as the behind-the-scenes system of care for everyday life.

Article content

Article content

“Every goal starts with an assist, and the same is true in everyday health,” said Patrick Rosettis, Interim General Manager, Haleon Canada. “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.”

Article content

As national attention turns to soccer in the coming months, For The Assist will tap into the rising cultural energy, national pride, and community spirit. It reflects how wellness is built outside the stadium. In the routines, recovery, and preparation that enable people to participate fully.

Article content

Canadians can access additional assists through Haleon Canada’s Get Well. Stay Well digital platform, which offers savings, coupons, and health tips designed to make everyday care more accessible.

Article content

Reaching Canadians nationally across media, retail, and experiential touchpoints

Article content

For The Assist rolls out through a fully integrated campaign across online video, connected TV, out-of-home, influencer partnerships, point-of-purchase, and experiential marketing. The platform also includes custom retail displays and a strong in-store presence across major Canadian retailers and pharmacies, as well as online at amazon.ca.