Rugby Women - Brand Development

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Challenge

To bring more women into the glorious game.

Identify the unifying motivating thought for women’s rugby and build into the England Rugby brand Heavenly created in 2014.

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Idea

This is a sport that empowers women and girls to discover what makes them strong, and to unleash their inner toughness.  Whether you’re tall or small, fast or powerful, tactical or combative, you will be amazed to see what you can achieve on the pitch.  Be strong in your own way.

Play to your strengths.

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Results

RFU are now experiencing their highest ever levels of women’s participation, with a 50% increased attendance at Women’s Rugby events across the country.

Within 40 hours, the campaign video had over 1 million views,  12,000 likes, 11,500 shares and 500 positive comments.