Irish energy company, Energia goes beyond energy to enhance communities through the promotion of diversity and inclusion, in this instance through its partnership with Leinster Rugby through the ‘Rugby for All’ initiative. The mission? To promote and grow the game of rugby among people with physical and learning differences.
What sets this initiative apart is the comprehensive research undertaken. Energia embarked on a multi-faceted, long-term research project to gain an understanding of the landscape of rugby for people with physical and learning differences with the aim of developing an initiative to improve and grow the game in the long-term.
Armed with the research findings, Energia committed to addressing this societal gap by collaborating with Leinster Rugby until 2028, developing a five-year vision of Rugby for All. Energia set the bar high for themselves by aiming to double participation to over 1,000 players in 40 clubs in Leinster by 2028.
Despite being mid-way through year 1 of the initiative, Energia have already exceeded earned media for mixed ability rugby in two months compared to the full year prior to the campaign launch. This included a powerful interview with ambassador, Oscar award winner and disabilities advocate, James Martin, which featured in the Sunday World.
In addition to this media success and social content, Energia forged meaningful connections with 400+ individuals within the Rugby for All community through a major rugby blitz hosted at Energia Park (rugby stadium) and distribution of tailor-made sensory toolkits to rugby clubs throughout Leinster.
