New Zealand Rugby is using the influence of the game to improve the country's mental health.

It has launched a campaign today, along with a website, offering players, parents, coaches, referees, volunteers and supporters an information resource about mental fitness, mental health and well-being.

The campaign features stories from All Black legend Keven Mealamu, Assistant Coach Wayne Smith, Black Ferns Sevens star Ruby Tui, former Chiefs and Junior All Blacks prop James McGougan - amongst others.

Keven Mealamu told Mike Hosking rugby players are perceived to be tough and don't usually talk about how they're feeling.

"Guys are starting to talk now," he said. "I actually think it takes real courage to do that, and we're starting to do that more."

"It's great that today we're launching the Head First website. Just gives another resource for people to go online if they are finding it hard to talk to someone else about it."

The website www.headfirst.co.nz launched at 11.30am this morning.