Rugby AU launches #PartOfMore campaign
Rugby AU has launched its new #PartOfMore campaign which includes a series of short videos documenting the lives of people from different backgrounds, who are all part of the rugby community.
Created by Digilante, the campaign features Wallabies captain, Michael Hooper; Wallabies head coach, Michael Cheika and Seven’s player, Charlotte Caslick, who discuss their journey to success and what Rugby means to them. The campaign also promotes the role of women in the sport, and includes grassroots-level players.
In other videos, Rugby fans open up about how the game has helped them overcome challenges throughout their lives.
Billy from Narromine talks about how Rugby helped him overcome mental health problems while Caleb from Darwin discusses how Rugby kept him off the streets.
Adam Freier, head of digital and marketing at Rugby AU, said in a statement: “This campaign forms part of our overarching vision to inspire all Australians to enjoy our great global game.
“We want people to know that Rugby doesn’t discriminate – it’s for girls, boys, men and women of all shapes, sizes or colour who want to be part of more than just a game.”
After the campaign has launched, Rugby AU will concentrate on increasing participation numbers across the country, focusing on school and club-based programs.
“Rugby is available to every school in Australia and any adult can start or join a team no matter where they’re based but it’s up to us to get the word out there,” Freier said.
The campaign will run for five weeks on social media including Facebook, Instagram, YouTube and Twitter.
Rugby Australia rebranded in October last year from Australian Rugby Union.
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In light of yesterday’s Cricket fiasco and Rugby League’s never ending problem with player misconduct it is refreshing to see a down to earth look at why men and women want to be a part of the running game.
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Nary a private school boy to be seen!
Does anyone else play Union? Really?
😉
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Rugby Australia – your financial results are terrible because you’ve forgotten about your core customer. The disingenuous diversity play is the most overused strategy in sports marketing.
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