With the Rugby World Cup now underway, it’s a great chance to look back at one of our most successful campaigns from last year…
We constantly read claims about game-changing ideas or campaigns. But how many actually change the game? Ours did. On a global scale.
We devised a campaign to support Pacific Rugby Players Welfare (PRPW) in their ongoing quest to achieve better representation on the World Rugby Council for pacific island rugby teams.
#SeatsAtTheTable gave PRPW the tools to expose the imbalance of power and influence which affects international rugby governance.
Following the widespread social impact, and significant media coverage which #SeatsAtTheTable generated, Fiji and Samoa were granted seats on the World Rugby Council in October, fundamentally shifting the way rugby will be run.
To underline the significance, World Rugby Chairman Bill Beaumont hailed the decision, recognising the enormous contribution that the Pacific Islands make to the global game.
“This is an historic day for World Rugby and the Pacific Islands, and a reflection of the importance and success of the transformational governance reforms made by this organisation and the unions.
“We are delighted to be welcoming Fiji and Samoa to Council, two unions who have contributed so much to the game. The Pacific Islands are unique, immersed in rugby heritage, and I know that the unions will bring excellent insights and make strong contributions on Council.”
Not every project has the scope to make such a difference, so when you get the chance you have to take it. We were delighted that our creative struck the right chord with the global rugby audience to help garner sufficient momentum and instigate change.
PRPW CEO, Dan Leo said: “Brookes & Sowerby played a vital role in helping us raise awareness of the imbalance that existed. Their team helped us really shape our messages to engage rugby fans across the world – generating huge levels of support behind the #SeatsAtTheTable campaign.
The video they produced was such a powerful tool. It very quickly conveyed all of our key points and allowed us to use social media effectively to highlight the campaign objectives as quickly as possible to as many people as possible. This global pressure was hugely influential in encouraging World Rugby to act in the way they did.”
Looking for a game-changing marketing campaign? Contact Mark Sowerby today on 07595 301745 or email firstname.lastname@example.org