The IRFU has been shortlisted for an Excellence in PR Award by the Public Relations Consultants Association (PCRA) for the #ShouldertoShoulder campaign supporting the Ireland team at the Rugby World Cup.
The #ShouldertoShoulder campaign has already picked up the ‘Best Use of Social Media’ award at the inaugural Sport Industry Awards.
The PCRA Awards, recognising excellence in public relations, take place on June 17 this year.
Irish rugby supporters were one of the highlights of the Rugby World Cup and responded very positively to #ShouldertoShoulder and the insights it provided to the Irish team – not just on the pitch, but in showing the human side of the players through trips to Alton Towers, golf mishaps and in the gym.
The IRFU also activated #ShouldertoShoulder offline and amplified it online through specifically targeted events and initiatives aimed at the grassroots of the game and growing the game.
DHL helped us to deliver Rugby World Cup starter packs – including flags, bunting, player masks, RWC posters all branded with #ShouldertoShoulder – to every rugby club and all affiliated schools to help them show their support for the team.
The Aviva Schools Rugby Festival allowed us to engage with non-traditional rugby schools to bring them to the Aviva Stadium on the day Ireland played France. Thirty two schools took part in the event and then watched the game in the stadium – giving them a first taste of what rugby has to offer as a sport.