England Rugby Launches Community Campaign

England Rugby has unveiled ‘We Play Rugby,’ its new marketing campaign to increase participation across all formats of the game played around the country.

The campaign was first unveiled at Twickenham Stadium on Sunday during the Guinness Six Nations fixture between England and France.

‘We Play Rugby’ has been developed for all who are involved with the community game, as well as those trying rugby for the very first time.

The campaign is closely linked to ‘The Game of Our Lives’ campaign which launched in 2017 as a way of uniting everyone involved in the sport by celebrating the people and stories that make up the game.

Central to the ‘We Play Rugby’ campaign is the grassroots and community game and it includes men’s 15-a-side rugby; women’s rugby; youth to adult transition and alternative formats of the game, including O2 Touch and XRugby7s.

‘We Play Rugb’y launched with a short film comprising action footage from the community game, highlighting all formats of rugby played in England.

The campaign was showcased on the day of England’s opening home fixture in the Six Nations with LEDs and big screen messages displaying ‘We Play Rugby’ visuals.

Plans are in place to bring ‘We Play Rugby’ further to life with an integrated digital, marketing and communications campaign across the next 12-months, with the campaign to also feature on England Rugby’s social media channels.

Joanna Manning-Cooper, England Rugby’s Digital, Marketing and Communications Director, said: “Over the next 12 months, ‘We Play Rugby’ will provide a platform for telling the story of the grassroots game and help to encourage people to get involved.
 
“Making new friends, getting fit and enjoying competing as part of a team are just some of the reasons why millions of people love grassroots rugby.

“We hope that this new campaign highlights the range of rugby on offer and encourages more people to be part of the rugby family.”