Reframing perceptions of rugby in South Australia by showing community, culture, and impact.
THE BRIEF
How do you encourage more people to try rugby when it looks so dangerous?
Rugby Union South Australia wanted to grow participation, but they faced a perception problem. To many people, rugby looks rough, intimidating, and dangerous. That stigma was stopping new players, especially kids and families, from giving the game a go.
Our challenge was to flip the narrative. We worked with RUSA to reveal what rugby means; being a part of a structured, safe, and strong community. By focusing on friendship, inclusivity, and the positive impact the sport has on people’s lives, we reframed rugby as a welcoming game for everyone.
THE PROJECT
We created a social media content library that demonstrated the diverse impacts of rugby on communities.