We Call It Rugby Enters Next Phase

‘We Call it Rugby’, a campaign launched during Rugby World Cup 2015 to drive reappraisal of rugby among 16-24 year-olds, has unveiled a second phase for the RBS 6 Nations in a bid to grow the game in England.

Designed with the mantra ‘Whatever your game, wherever you play, whoever you are… we have the answer and We Call it Rugby’, England Rugby identified a group of players who shared why they love the sport as part of a unique series of short documentaries illustrating how rugby is a game for everyone.

Created in partnership with VICE Media and shown across its portfolio of online publications and on England Rugby’s digital channels, ‘We Call it Rugby’ has now entered its second phase which links the grassroots game with the elite across a national outdoor advertising campaign supported with social and digital assets across England Rugby’s owned channels.  

England senior team members Anthony Watson, Jack Nowell, Joe Marler, George Ford and Marland Yarde, as well as Sarah Hunter and Leanne Riley of the women’s England team all feature in outdoor promotional assets.

The aim of the campaign is to showcase the breadth of characters, looks and personalities within the England and grassroots teams and reinforce the message that rugby is a game for everyone.

Each advert signposts to the club that is related to that individual’s story, with the aim to drive more people to England Rugby’s club finder tool FindRugby.com to discover how they can get involved in the sport by locating their nearest club.

The elite level adverts have been scheduled to run alongside portrait shots of the grassroots players for the duration of the RBS 6 Nations and can be found in a number of areas across the country, including: Kings Cross St Pancras Station, Liverpool Street Station, the Bullring Centre in Birmingham, Victoria Centre in Leeds and Lakeside Shopping Centre in Essex, amongst many others.