When your target audience are the fans of a particular sport, it gives you the freedom to have a certain shorthand and license to speak in their language and even use in-jokes. The title we came up with for this campaign is just that. The phrase ‘One in – All in’ refers to a fight on the pitch. Rugby League is built from families and close friendships, where each of the players are willing to put their bodies on-the-line for each other.
If one of the players is caught in a scuffle this phrase means ‘we’ve got your back – we’re all in it together.’ This charity aims to use this same mentality throughout the fans and players alike, caring for the grass-roots and heritage of the sport, looking after players once they’ve hung up their boots and also players who get injured playing.