Sccottish Rugby is on a mission to get more young people involved in the sport, sparking their interest through a new marketing initiative.
The two-pronged approach, which starts today, will engage both children and the adults in their lives in content aimed at showcasing rugby as fun, inclusive and a place to belong, while amplifying positive stories that break traditional rugby stereotypes.
The campaign will engage children in the P7-S4 (8–14-year-olds) age range as the future of our game by focusing content on getting to know the sport through the lens of fun, and breaking down potential barriers of intimidation and exclusion by showing that rugby is for everyone.
Parents and carers of those children will also be engaged through meaningful human-interest stories, highlighting the benefits to rugby, in the words of the young people who currently play the game. Themes from these stories include friendship, community, inclusion, mental health, strength, and fitness, to name a few.
The ultimate aim is to ignite a curiosity in rugby and for those parents and caregivers to sign their children up to one of the more than 30 Turn Up and Play events taking place across Scotland in the coming months.
Delivered by Scottish Rugby’s regional teams and development officers, these events strip the game back to what matters most: fun, friendship, and giving it a go. More information on the events can be found here: https://scottishrugby.org/turn-up-play/
Club Rugby Board president, Hazel Swankie said:
“We’re really excited about working with more schools than ever to run fun, safe rugby programmes where kids can give the game a go, make friends, and build new skills.
“The aim of the game here is to ignite the interest of the next generation of players, the next Francesca McGhie, the next Finn Russell, and ultimately continue to build our great game in Scotland.”
Scottish Rugby’s Director of Rugby Development, Gav Scott said:
“Growing the game in all corners of Scotland is one of our core goals in Rugby Development, and this new campaign is a new and exciting way of us doing that.
“In a way, we’re testing the waters here with an audience we rarely speak with, and I really look forward to see how the Turn Up and Play initiatives resonate with this younger generation.”
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