When the Covid lockdowns happened, all sports were affected – but it struck grassroots rugby harder than most. Falling player numbers across the amateur game caused a big increase in match cancellations. England Rugby needed to act fast and looked to us for help.

Drawing on expertise from our Human Understanding Lab, we identified some especially resonant motivational factors. Rugby could give lapsed players enjoyment, escapism, team camaraderie and a real sense of belonging.

Using those feelings as emotional levers, we created our Play Together, Stay Together campaign.

At its heart was Beyond the 80, a hero film that served as emotive reminder of what being part of a rugby club is all about – the friendship and team spirit that exist before, during and after the 80 minutes spent on the pitch.

Beginning on the sort of worn-out cliches that sports audiences are bombarded with – shadowy close-ups, steely glares, gum-shield grimaces – our film quickly pulled the rug to reveal its true tone: a rapid-fire reminder of what it really means to play grassroots rugby. Pre-match rituals. The buzz of the changing room. Catching up with mates in the clubhouse. A litany of good, bad, and ugly moments that keeps people coming back.
To amplify the message, a partnership with The Good, The Bad and The Rugby podcast saw England legends James Haskell and Mike Tindall gathering old rugby friends together for a one-off game that highlighted all the amazing things the sport has to offer.

1,000 more games
completed than the previous year
1,500 assets
downloaded and used by grassroots clubs
3.2 million
views on our content