To inspire awareness and participation in rugby among 16-24 year olds, we amplified the ‘We Call It Rugby’ campaign through an influencer and UGC-led meme.

Kicked off by rugby fan and successful vlogger Joe Sugg (and supported by England Rugby talent), our #HuddleSelfie campaign launched ahead of the World Cup.

Obtaining the attention of Joe’s large and engaged audience, we successfully enhanced the campaign’s visibility amongst this target audience, signposting to  to allow   people to find their local rugby club.