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England Rugby has launched the next phase of its women’s grassroots ‘Inner Warrior’ campaign.
A new digital push will seek to encourage more women to try rugby this season, with creative based on strong female imagery and inspirational quotes.
The “evolved” brand work is designed to align with England Rugby’s wider ‘Game of our Lives’ platform.
It follows the success of the first two series of ‘Warrior Camps’ in 2017 and 2018, which have seen almost 15,000 take part, including 5,000 women who have never previously played the sport.
England Rugby claims the campaign has played a key part in boosting female participation, with 30,000 registered women players now regularly involved in the game.
The next wave of Warrior Camps will run from 31st August to 16th September, including over 100 rugby taster sessions at clubs across the country.
Commenting on the initiative, Steve Grainger, RFU Rugby development director, said: “Female participation in rugby has seen unparalleled levels of growth in recent years, and is one of the fastest growing team sports for women in England.
“As part of the 2017-21 funding agreement with Sport England and our Women and Girls’ Action Plan, the RFU is looking to significantly expand the number of women and girls participating in grassroots rugby across England, and the Warrior Camps are instrumental in supporting this growth.”
England international Katy Daley-Mclean added: “Rugby is incredibly inclusive and encourages women from all backgrounds and physical statures to come together and bond through the sport.
“One of the best aspects of rugby is the variety of people you meet through the sport; the different characters and backgrounds of different players fosters a fun and sociable atmosphere which helps to strengthen the bonds between yourself and your teammates.”
The Inner Warrior campaign teaches participants key introductory skills and drills for the contact form of rugby within a non-committal, social and fun environment.
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