For The Girls
ENGLAND RUGBY
The Brief
The Rugby Football Union (RFU) partnered with MATTA to develop a bold and empowering campaign ahead of the England Red Roses’ Rugby World Cup 2025 home tournament. The campaign needed to drive support for the Red Roses, the world’s leading women’s rugby team, while inspiring a new generation of girls to engage with and play rugby.
The RFU sought a campaign that would both strengthen the existing fanbase and attract wider participation among young girls across the country.
Insight
Women’s rugby has historically faced challenges around visibility and participation, with lingering perceptions that rugby is “a game for boys.” However, the Red Roses continue a powerful legacy of female pioneers, world-class athleticism, and role models inspiring sisterhood on and off the pitch.
The players themselves consistently referenced the phrase For the Girls in training camp – reflecting their commitment not only to winning trophies but also to playing for every girl who dreams of rugby, and for the pioneers who paved the way before them.
This phrase encapsulated the spirit of a movement rooted in community, strength, and inclusion, and it also embraced the crucial support of male allies—fathers, brothers, coaches, and fans—who are another vital driver of women’s rugby.
Response
MATTA created the For the Girls campaign to amplify this powerful narrative and rally the nation behind the Red Roses. The multi-media campaign centers on an emotionally resonant hero film featuring the authentic voices of the Red Roses themselves.
The film and campaign shines a light on the past, present, and future of women’s rugby – celebrating the legacy of female pioneers, the current world champions, and the young girls inspired to pick up the sport.
Critical to the campaign’s authenticity and empowerment was the creative team behind the scenes, led by director Olivia Rose and supported by female creatives including Director of Photography Natalie Pitters and Editor Imogen Patron, ensuring that For the Girls was not only a message on screen but a principle guiding the entire production.
