Play Past 12
For the first time ever in 2022, female rugby players got their moment to play on the grand stage. The first Super Rugby Aupiki tournament was due to kick off and as major sponsor of the tournament, 2degrees saw an opportunity to continue their fight for fair.
Nearly 50% of female rugby players don’t make it past age 12.
Dropping out of the game due to the inequality faced around the lack of gear, teams, coaches and facilities.
We wanted to raise awareness that the future of the female game is at risk.
Shot in a gritty, B&W style that has become synonymous with our sports heroes.
We found young female rugby players, the best in their team and future stars, who were being forced to retire from the game at the end of the season.
Our idea used the pending retirement of 12 YO female rugby players to highlight the challenges facing women’s rugby and to gain attention.
Our very real Fight for Fair for Female Footy.
Discipline: Strategy, Creative development, AV production, PR, Retouching
Channels: AV, OLV, OOH,Print, Social.