A programme in West Auckland is coaching rugby coaches to help young players develop life skills to deal with big challenges.
Jonesy's Youth Foundation was set up by Michael Jones - who shares his name with the legendary former All Black.
"The idea came to me through Massey Rugby Club. There was a boy who's mum got killed about 14 years ago, and for some reason it stuck with me all that time, 'what did the rugby club do to help him after the situation?'" Jones told TVNZ1's Seven Sharp.
Through the foundation, men run courses for coaches of junior rugby players.
"What the courses will do is it'll teach the coach to be able to integrate rugby skills with character development and life skill development," Mr Jones said."
It's about developing the young players "as people first," he said.
Ben Allen - or 'Pies' as he's known coaches schoolboy rugby player Connor O'Donnell. Connor's Dad, Shaun, died four years ago from cancer.
Mr Allen said he teaches Connor, "things like communication and talking to his teammates and encouraging each other which are all important traits that you need in life".
"I'll never replace Shaun. He was an amazing Dad and and an amazing guy."
He's really good and he's helped me with confidence and things like that.- Junior rugby player Connor O'Donnell
Connor reckons 'Pies' is an amazing coach.
"He's really good and he's helped me with confidence and things like that."
Connor's Mum, Helen O'Donnell, said she promised his Dad before he died that she'd keep his love and passion for rugby going, but struggled with how she'd do that. She said Shaun would be "absolutely over the moon" that she's been able to keep that promise.
The foundation has had some high-profile helping hands like former All Black Josh Kronfeld.
Kronfeld said the coaches help the players with, "how to deal with pressure, how to deal with the bad moments, and loss, all those things".
Jonesy - who's also a Dad - says the foundation is there for for the long haul.
"We're here forever. We want to see him develop and grow [into] that 18 and 20-year-old when he gets a job."
Jonesy's Youth Foundation is having a Gala Dinner this Saturday. If you want tickets, the details are on Seven Sharp's Facebook page.