England  Rugby today launched The Game of Our Lives, a new campaign which aims to showcase everything which makes rugby special, celebrating the people and stories – players, fans, coaches, volunteers – that underpin the professional and grassroots game.

The campaign launches with a short film, set to the poem ‘Law of the Jungle’ by Rudyard Kipling and featuring players, volunteers and fans from across the game as its stars.

Steve Brown, England Rugby CEO, said “We want to celebrate the people, the occasions, the dedication, the sportsmanship, the skill and the camaraderie that makes rugby so special. Rugby is a sport for everyone and this campaign aims to recognise and celebrate those at its core, and demonstrate everything rugby can offer.”

The Game of Our Lives will be brought to life with an integrated digital, marketing and communications campaign sharing the stories that demonstrate the personalities, values and different elements of the game.

The campaign will be unveiled at Twickenham Stadium during the Old Mutual Wealth Series match England v Argentina on Saturday 11 November, with LEDs and big screen brand assets all displaying The Game of Our Lives visuals.

The Game of Our Lives will also launch across England Rugby’s social media channels and online, with #ThisIsRugby binding together rugby’s online community.

To kick off the campaign England Rugby is calling for people from across the game, to share what rugby means to them using the hashtag #ThisisRugby. The campaign will be promoted during the Old Mutual Wealth Series and some of the best responses will be shared across England Rugby channels with fans given the chance to win exclusive prizes.

For more information visit www.englandrugby.com/gameofourlives

Report courtesy of the RFU