As Canadians get ready to cheer on the Canada Soccer’s Men’s National Team this summer, Haleon—a consumer healthcare leader dedicated to improving everyday health—is shifting the spotlight from the highlight reel to the power of everyday support. They are bringing this vision to life through their newly launched national creative platform, For The Assist, which celebrates the small, unsung moments that quietly make major achievements possible.

The platform showcases Canadian soccer athletes across all campaign touchpoints, including a new creative featuring Men’s National Team player Richie Laryea. Instead of focusing only on elite performance, the campaign highlights the products and daily habits that power Canadians from coast to coast.

The platform draws a parallel between crucial soccer passes that set up goals and the daily health support 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.

A key experiential element will see Haleon Canada travel across the country with sports television personality Cabbie Richards. The tour will visit geographically and culturally diverse communities, creating moments that celebrate the soccer journey and offer practical support to help Canadians stay at the top of their fan game throughout the tournament.