Powered Differently
PWR
Launching a New Era in Women’s Rugby
Following our new positioning and rebranding of Premiership Women’s Rugby – the top tier of women’s club rugby in England – the next task was to launch the new era of the tournament with a bold campaign idea.
Allowing Players to Show Up as Their True, Whole Selves
We wanted to showcase and amplify the magic of women’s rugby: it’s everything you love about the game, but with a twist. Incredible women, showing off their skill and passion – but in an atmosphere that’s welcoming, joyful, supportive and diverse. Or, as we put it, ‘Powered Differently’ – an idea that calls for players to show up as their true, whole selves, smashing preconceptions and showing fans that they will see themselves reflected on the pitch.
Changing Perceptions of the Sport
The campaign exceeded expectations, and the ripples it created spread more widely across other sports, being nominated for Campaign of the year at the 2024 Sports Industry Awards.
People have come to me saying how they see female athletes… our social media numbers are growing, our fans in the stadium are growing… it’s exciting.
Belinda Moore
Chief Executive, PWR
Chief Executive, PWR
