Scottish Rugby is stepping up its efforts to encourage more women and girls to take up rugby with its #BeTheBestYou campaign.
The initiative has been designed to change perceptions about women’s rugby and capitalise on its growing popularity in Scotland as a participation sport.
It will be promoted throughout Scotland as a digitally led activation using video, digital creatives and social media interaction from players across the women’s game. The activations will encourage women and girls sign up for the ‘come and try’ events across the country.
The first phase of the campaign will aim to increase participation levels among over 18s with later activations in the summer targeting girls aged 12-18 years old.
The first ad for the campaign will be deployed this weekend (17 March) when Scotland Women play Italy in the final game of the Six Nations at Broadwood Stadium, Cumbernauld.
It will run on social media in a mix of promoted posts across Facebook and Instagram, on Scottish Rugby’s online channels as well as digital advertising sites across Scotland.
Sheila Begbie, head of women’s and girl’s rugby at Scottish Rugby, said: “We are very excited about the possibilities #BeTheBestYou can have for female rugby this year.
“There are many reasons why people take up a particular sport, to keep fit and test themselves physically, however with this campaign we wanted to show there is a lot more to women’s rugby than simply the physical benefits of being active and want it to really help raise its profile and get people talking about the game and how enjoyable it is on many different levels.”
Scotland Women international, Emma Wassel, added: “The values of rugby make the game what it is and for me it creates a very respectful and positive environment for young players to develop in. I hope this campaign gets people talking about women’s rugby and our sport continues to grow.”
A number of rugby clubs across Scotland will act as hubs for the campaign and a microsite will enable new players to find a club near them and how to get involved.