It started with a phone call.

Three years ago, Shane Rooney picked up the phone and called me. He was in a tough place, but he had an idea—a simple, powerful idea that could help others just like him.

“I remember sitting alone in a dark room, trying to figure out my next step,” Shane recalls. “I had no clue what you’d say when I called, but I knew I needed to do something. That call—it changed everything.”

It wasn’t an easy conversation, but it was the beginning of something incredibly powerful. Together, we built the HAY Campaign—a mental health initiative designed to spark conversations within the equestrian community by asking a single question: “How Are Ya?” What started as a grassroots effort has since grown into Ireland’s largest equestrian mental health campaign, breaking boundaries and uniting the industry like never before.

The Spark That Ignited a Movement

One of the most defining moments of the campaign’s early days was the announcement of the HAY “How Are Ya” Campaign Mares Maiden Hurdle, sponsored by Peter Roe at Fairyhouse. For Shane, it was a moment of validation.

“I’ll never forget that call,” he says. “I was in Kildalton at the time, and when I heard about the race being named for the campaign, I couldn’t believe it. To know that Fairyhouse—a place so steeped in racing history—was backing what we were doing, it was unbelievable. It wasn’t just a race. It felt like the entire industry was standing behind us.”

Moments like these brought both of us a sense of pride we hadn’t anticipated. The industry, often fast-paced and focused on results, was slowing down to recognise something deeply human: the mental health of its people.

Milestones, Big and Small

The journey of the HAY Campaign has been marked by groundbreaking achievements that have reshaped how mental health is addressed in the equestrian world:

• The World’s First Equestrian Mental Health Week: Launched in Ireland by the HAY Campaign, this week-long initiative became a rallying point for the industry. Centred around HAY Monday, the third Monday of January—often called Blue Monday—it turned a traditionally bleak day into one of connection and action.
• Equitas’ Industry-Wide Survey in 2024: For the first time, Ireland’s equestrian community had access to comprehensive mental health data. With over 1,000 responses from grassroots riders to top professionals, the findings underscored the pressing need for better mental health support, with 91.3% of participants calling for an anonymous professional helpline.
• Hundreds of Thousands Reached: Through our video campaigns, we’ve united a community from young equestrians to Olympic-level athletes, with organisations like Showjumping Ireland leading the way. Videos have featured heartfelt messages from riders across disciplines, reinforcing that mental health affects everyone, regardless of age or success.
• Collaborative Industry Support: For the first time in history, every major equestrian governing body in Ireland—from Horse Sport Ireland and Horse Racing Ireland (Equuip) to Showjumping Ireland, Eventing Ireland, Dressage Ireland, Endurance Ireland, and many many more — have came together to back a mental health campaign. This was an unprecedented show of unity and highlighted the campaign’s reach, importance and an industry acknowledging we need to do more.
• Media Coverage: The campaign’s impact was amplified through appearances on national platforms like NewsTalk, Spin South West, 2FM, Drivetime, KCLR, and features on prominent shows and publications. These moments gave mental health a voice in spaces where it hadn’t been heard before.
• Industry Backing. The big welcome we’ve always gotten with open arms at tracks like Leopardstown, Gowran Park, Naas Racecourse and the Galway Races when we’re there shooting HAY Campaign content. Endurance Ireland’s charity ride on to the HAY How Are Ya videos made by Eventing Ireland and Dressage Ireland, the sponsored races by Peter Roe and the team at Fairyhouse all the way to a private donor wanting to amplify the HAY Campaign through sponsoring a day in the Grassroots Rider Academy Series.

The support industry wide has been immense. And now, now we need the courage to act even more.

Each was a milestone, a step forward, a pathway towards change, but more is needed and we all in our hearts and souls know that. More is being done and we, as an industry, have so much more to do.

The HAY Campaign has carried the same message: you are not alone, and it’s okay to talk about mental health. The industry can and must to do more. Together, moving forward… we can break the stigma.

A Shared Journey

For Rooney, the campaign has been transformational. “I never thought I’d be on the radio, let alone talking about something I helped create,” he says. “NewsTalk, Spin South West… those moments made me realise just how big this had become. But more than that, it’s hearing from people—trainers, jockeys, riders—who say the campaign gave them the courage to open up. That’s what makes it all worthwhile.”

For me personally, this journey has been about connection. It has been about changing the stigma around mental health in a tough and relentless industry… From working side by side with Shane to watching the campaign unite major equestrian bodies in Ireland, it’s been a privilege to see the industry come together in a way that’s never been done before.

The Road Ahead: HAY 2025 and Beyond

As we enter Year Three, the HAY Campaign is gearing up for its most ambitious chapter yet. On January 20th, we’re launching Equestrian Mental Health Week again, with HAY Monday at its core. This year, the focus is on action—on giving people the tools, resources, and confidence to make mental health a priority.

We’re expanding our reach globally, with Shane Rooney taking the campaign to Australia later in the year, a move that will bring the HAY Campaign’s message to a new audience. Plans are underway to grow our podcast, improve infrastructure, and build stronger connections between mental health professionals and the equestrian community.

But it all starts with HAY Monday. This is a chance for everyone—from grassroots riders to industry leaders—to come together, reflect, and check in with one another. It’s about keeping the momentum going and ensuring that every equestrian knows: they are seen, they are heard, and they are not alone.

“This campaign has taught me to love myself more and to see the world differently,” Rooney reflects. “But it’s also shown me how much more we can do. The stigma isn’t gone—not yet—but we’re making progress. And that’s what keeps me going.”

A Call to Action

As Rooney puts it: “The worst thing you can do is let a small problem fester into a big one. Don’t be afraid to pick up the phone. That’s all it takes to start.”

This is more than just a campaign; it’s a movement built on connection, courage, and compassion. Together, we’ve come this far. Now, let’s take it even further.

Ask someone HAY ‘How Are Ya?’ and take the time to listen.

Until Next Time,
Shane