Watch: England Rugby challenges rugby stereotypes with VICE Media partnership

England Rugby has teamed up with youth media group VICE Media to create a campaign designed to grow participation and re-engagement in the sport among 16- to 24-year olds.

The 'We Call It Rugby' campaign has been produced by VICE's in house creative services division, Virtue Worldwide. It includes a series of short documentaries telling the stories of five young and very different individuals all with a love of rugby - from deaf players to members of a squad drawn from the LGBT community alongside heterosexual players and aspiring professionals.

The campaign is designed to capitalise on the Rugby World Cup currently being held in England by bringing new people into the game and lapsed players back onto the field.

The digital campaign will be rolled out throughout the duration of the Rugby World Cup and beyond across multiple platforms, including EnglandRugby.com and @EnglandRugby on Facebook, Twitter and Instagram. Freelance consultant Fiona McLachlan is helping promote the campaign to the media.

Chief commercial and marketing officer at England Rugby Sophie Goldschmidt said: "We Call it Rugby is a fresh and exciting campaign that uses genuine content to tell the stories of young people who many can relate to and who have the potential to be inspiring role models.

"We have pushed many boundaries with this campaign, exploring avenues and approaches that are new to England Rugby and extremely relevant to this audience. We believe We Call it Rugby has the power to get more people who can see a little bit of themselves in our documentary stars to find their nearest club and get involved."

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