Advancing gender equity through sport

ChildFund Rugby

A global project using rugby to champion confidence, leadership and opportunity for women and girls across Asia-Pacific and Africa.

Role

Art Director

LOCATION

Asia-Pacific & Africa

FORMAT

Digital Campaign, Social Activation & Event Visibility

Challenge

Rugby is often perceived as a male-dominated sport, despite its potential to build confidence, leadership and life skills for women and girls. ChildFund Rugby needed to challenge that perception, generate global support and give its gender-equity initiatives a strong public presence around the Women’s Rugby World Cup.

Approach

We led a design sprint with partners to shape the campaign’s concept, messaging and identity. Play for Impact celebrated how small actions on and off the pitch can create lasting change, combining a new campaign brand, global social rollout, event visibility and a video series built from field footage and emotionally driven storytelling.

A System for Sport and Advocacy

The campaign needed to work equally well as sporting content and gender-equity communication, without allowing either purpose to overpower the other.

Video Series

Four short films use familiar rugby values (rules, teamwork, learning and respect) to open conversations about confidence, discrimination and gender equality.

Outcome

The campaign turned rugby into a visible metaphor for respect, teamwork, inclusion and collective strength. Across digital channels, broadcast placements and live activations, it gave ChildFund Rugby a unified platform for championing women and girls in sport and society.