Challenging perceptions with Project Rugby
We launched Project Rugby, a joint initiative between the RFU and Premiership Rugby, designed to increase participation in the game amongst young people from traditionally underrepresented groups.
The diverse targets for this project were to engage Black, Asian & Minority Ethnic people, those from low socio-economic backgrounds and disabled people. Project Rugby aims to tackle existing perceptions of the game, positioning rugby as a sport for anyone regardless of background, ability or gender.
With an initial target to reach over 10,000 participants by Summer 2018, we needed to launch with a bang to ensure key stakeholders, potential participants and their support networks were aware of Project Rugby and its potential to provide participants with essential life skills such as increased levels of resilience and confidence.
The launch event, attended by BBC Sport, Sky Sport News, TalkSport, PA and Daily Express , took place at Sale Sharks’ AJ Bell Stadium with players from all three target groups playing rugby games coached by Sale Sharks’ first team players. The campaign video created by Matta was unveiled at the event as Sales Sharks’ and England International Denny Solomena, a Project Rugby ambassador, spoke to the media.
The programme has exceeded its first-year target of engaging 10,000 participants and over 1,000 children from previously under-represented communities now play regularly at local grassroots rugby clubs.
pieces of coverage
participants by 2018
What do our clients think?
"We’ve experienced a positive shift in perceptions for Anytime Fitness in the past 12 months. Promote have played a significant role in achieving this via a constant stream of positive editorial and partnership introductions."
Neil Randall, Director of Sales & Marketing, Anytime Fitness
"Whilst our relationship is still in its infancy, Promote have already brought some fresh and exciting thinking to our campaigns. They have quickly established themselves as an integral agency partner as we strive to elevate the Dunlop brand globally."
Jamie Douglas, Global Marketing Director, Dunlop
"Leandra and Emma put tremendous effort into our Global Press Event, with true professionalism at all times. I was extremely pleased to have them both there, life was much easier with the two of them in control!"
Lucy Johnson, Marketing Director, Polar
"Promote’s experience and reputation within sport and fitness is exceptional, and we have benefited from their vast network to establish an engaging influencer programme and steady stream of coverage promoting the nutritional benefits of nut butters."
Sue McIntosh, Head of Marketing, Meridian Foods
"It’s always a pleasure working with Promote. Their recent Behind Every Great Player campaign for the Vitality Hockey Women’s World Cup was something really different for us. It was a simple, yet emotive concept that the whole squad could relate to and helped us to celebrate the unsung heroes behind the players."
Craig Mortimer-Zhika, Communications Manager, England Hockey
"It's been great working with the Promote team again and we love the #SheRows campaign they created to help get more women on the indoor rowing machine. They understand how to create a campaign with media appeal - we're thrilled with the coverage so far!"
Sophie Galasinski, Head of Communications and Marketing, British Rowing
"Promote hosted an incredibly informative social media workshop for our teams with the aim of improving their online profiles. We have had fantastic feedback from the athletes, some great open conversations on social media and it provided a great way forward as we look to inspire and influence others to engage with the sport."
Lisa Pearce, Chief Executive, British Wheelchair Basketball
"It’s been a pleasure to work with Promote over the past few years. They have been such a great help across the Inner Warrior campaign and their expertise has been critical in spreading our message through both regional and national media."
Clare Cooper, Rugby Growth Manager, RFU
"The Promote team have been with us from the start and they’ve been an outstanding communications partner for nearly four years. Sue’s knowledge and connections across the broader physical activity sector have been invaluable to Elevate. We know we are working with the best in the industry."
Max Quittenton, Director, Elevate
"For over a decade, SIBEC has worked with Promote PR and it has been an absolute pleasure. Promote are an efficient, friendly, proactive team who are always one step ahead, and they have consistently delivered outstanding service with a smile."
David Zarb Jenkins, Event Director, SIBEC
"From the very first moment we had contact with Promote, it was obvious that there was not only a high level of expertise and knowledge but they cared about the message and content, and that combination has seen us deliver a ground-breaking campaign for Hockey across Europe and more importantly for gender balance."
Thomas Pedersen-Smith, Development & Education Manager