Danny Cipriani and Gloucester paid tribute to the late Caroline Flack on Friday night during the Gallagher Premiership game against Sale Sharks.
Cipriani had spoken emotively about his friend in the wake of her death earlier this month, and the Cherry and Whites dedicated the match to raise awareness of mental health and promote kindness through the #BeKind campaign.
The home side wore the words 'be kind' on the back of their shirts, a slogan which has been widely circulated since the presenter's death.
The Love Island host shared a post on Instagram in December which read: "In a world where you can be anything, be kind."
Premiership Rugby had given its blessing for Friday's kit to be changed after Cipriani made a personal request. CEO of Premiership Rugby, Darren Childs, said: "Rugby is a tough game and although the players can put up with a lot of physical knocks, sometimes, the levels of inner hurt can go unnoticed.
"The sport has been making great strides in breaking down the barriers about discussing mental health challenges.
"But we all need to be more understanding about the struggles people are going through and being kind to one another is a start. We had no hesitation in agreeing to highlight this simple but important gesture."
In a tearful video posted on Instagram last week, Cipriani revealed he had planned to kill himself while going through severe depression in his 20s.
He said: "So someone that I loved as a person very dearly and someone I'm very close to has decided to take her own life as everyone knows.
"I was so vulnerable with her in my moments when we first met, and I told her everything about me because I felt safe with her.
"So I told her all the things I was embarrassed and shameful about. She made me feel okay.
"And ultimately it was embarrassment and shame that killed her.
"So I'm telling everyone now what my most embarrassing and shameful moments are because I know she knew I had the strength to do this.
Mind Cymru is open Monday to Friday from 9am to 6pm. To contact them call 0300 123 3393.
Samaritans offers a listening service which is open 24 hours a day, on 116 123 (in the UK and Republic of Ireland this number is FREE to call and will not appear on your phone bill).
C.A.L.L. (Community Advice & Listening Line) offers emotional support and information/literature on mental health and related matters to the people of Wales and can be contacted on 0800 132 737 or through the website.
NHS Contact NHS 111 for help and advice on 111.
"And we had spoken about how things had to change."
Danny went on to say he attempted to purchase a gun from a man at a nightclub in London when he was suffering with severe depression at age 22.
He said: "I decide at that point it was time for me to take my own life. And I tried to buy a gun from him.
"And I pulled out of it, and I tried to buy it, and I pulled out of it. And this went on for like two months and I couldn't do it because I had some fight in me."
As well as generating awareness of mental health, Gloucester have also been raising money for the Gloucester & District Samaritans, with £5 from every ticket purchase donated to the charity.