England Rugby Launch ‘meet Your Inner Warrior’ Campaign
The RFU has launched an innovative perception-changing campaign, ‘Meet Your Inner Warrior’, aimed at attracting more women to take up contact rugby.
The campaign follows on from last year’s ground-breaking Red Roses campaign, where the RFU laid out its intentions for the women’s game over the next four years, with the aim of building support for the England Women’s Rugby team and encouraging more women to play and support the game.
The ‘Meet Your Inner Warrior’ campaign is spearheaded by a film and will be amplified through earned, owned and paid social media with the hashtag #InnerWarrior. The integrated campaign will run throughout 2017, additionally appearing across out of home, in-stadia advertising and experiential player recruitment activations, called Warrior Camps, hosted in rugby clubs nationwide. The Women’s Rugby World Cup in August will act as a key milestone for the campaign, using the international competition as a catalyst to inspire a growth in participation in the UK.
The film attracted over 121,000 views in the first 24 hours.
The RFU’s Digital, Marketing and Communications Director Joanna Manning-Cooper said:
‘Meet your Inner Warrior is a bold and ambitious campaign. We recognise that there is a lot of work to be done to ensure women understand the opportunities available to them across England to them to play the sport regardless of their age, location, aspirations and abilities. We hope this campaign will help encourage more women to pick up a rugby ball and unleash their Inner Warriors.”
The campaign is currently promoting 100 ‘Warrior Camps’ that will be hosted and run at rugby clubs throughout the country between 19 – 29 January. These sessions will offer fun and informal taster sessions to women who want to try the game before joining a member club or an organised team.
Click HERE to find Inner Warrior clubs in your area and watch the ‘Meet Your Inner Warrior’ film.
