Electric Ireland, a proud supporter of Pieta’s Darkness Into Light for 14 years, has launched a new campaign inviting people across Ireland to “Share a Walk” on 9 May 2026.
Developed by Publicis Dublin, in partnership with Dentsu Media, Wilson Hartnell and Verve, the campaign highlights the power of coming together to support Pieta’s vital services.
As part of the campaign, a new Electric Ireland TV ad airs this week, inspired by the real stories of families impacted by suicide. Directed by Cannes Lions winner Max Fisher and produced by Oscar-nominated Andrew Freedman, it tells the story of a mother walking with the son she has lost, showing how sharing even a simple walk can bring light in the darkest moments.
Electric Ireland’s continued partnership with Darkness Into Light reflects its commitment to supporting communities and causes that matter.
Lisa Browne, Head of Marketing and Customer Insights, ESB, said: “We are proud to mark 14 years of Electric Ireland’s partnership with Pieta’s Darkness Into Light. Our new platform, Share a Walk, reaffirms our commitment to this special event as we renew our sponsorship for a further three years. We invite everyone to Share a Walk with someone they love on 9 May and help make this another successful year of fundraising for Pieta.”
Ronan Nulty, ECD, Publicis Dublin said:
“Electric Ireland deserves huge credit for its continued commitment to addressing an issue that has long been difficult to talk about in Irish society, and for backing the Share a Walk platform. Telling a story of loss and hope requires great sensitivity, so sincere thanks to director Max Fisher and the wider inter‑agency team for the care and collaboration that brought this campaign to life.”
The integrated campaign launched nationwide across AV, VOD, radio, display, content and PR, supported by a refreshed graphic style built around a distinctive sunrise motif to encourage participation.
