“This is our time”
England Rugby
Strategy
Helping the RFU capitalise on a unique moment for women’s sport.
What we did
Concept
Strategy
Copywriting
Design
Project management
Strategic support
When England Rugby asked Lark to help create and launch its women and girls’ action plan, we needed a rallying cry.
It felt like an important moment in time. Not only thanks to the massive growth in all women’s sport. But because the England Rugby team, aka the Red Roses, had just kicked off their campaign to win the team’s first World Cup on home soil.
No one knew how they’d fare. But – whatever the outcome – we knew England Rugby had incredibly ambitious plans to grow the women and girls’ game, in schools and rugby clubs across the country.
“Working with Lark on the creation and design of our Women and Girls’ Action Plan was a fantastic experience. They were incredibly flexible, helpful and patient throughout.
Lark also adapted to tight timelines without compromising on quality. We truly valued the team’s collaborative and professional approach, and are delighted with the final result.”
Hayley Powell, Strategy lead for the women’s game at the RFU
Head and heart
The problem with incredibly ambitious plans is that they often fall flat on the page.
Strategic reports don’t sound very interesting. Operational details can struggle to inspire.
That was our brief. To take England Rugby’s carefully thought-out plans for women’s rugby and translate them into an uplifting experience.
We needed to appeal to the heart, as well as the head. But we also had to be faithful to England Rugby’s vision, and not over-simplify things just to make a splash.
Win… win
The end result? Well, the Red Roses won the World Cup. That’s the most important outcome.
But England Rugby also got a brilliant new action plan for women and girls’ rugby that will inspire the next generation.
To announce ‘This is our time’ to the world, England Rugby organised a fantastic launch event in London, which saw past and present greats of the game come together, as well as a proud Lark.
Seeing the strategy come to life, and be communicated and celebrated so successfully, was a moment to cherish.
