Watch: Rousing #ThisIsRugby integrated campaign celebrates 'The Game of Our Lives'

England Rugby has launched The Game of Our Lives, a new strategic brand campaign showcasing what makes rugby special and celebrating the people and stories behind the professional and grassroots game.

The campaign launches with a social video which has been watched more than 10,000 times on YouTube since it was launched across social media on Tuesday (7 November). The film was made with help from creative agency Matta, which has also worked for the Football Association.

The integrated digital, marketing and comms campaign will have a further launch at England's match against Argentina at Twickenham on Saturday (11 November) with assets on display around the stadium. There is also a competition offering exclusive prizes to fans sharing what rugby means to them across social channels using the hashtag #ThisIsRugby.

England Rugby executive director of marketing, comms and digital Joanna Manning-Cooper said: "We want to celebrate the people, the occasions, the dedication, the sportsmanship, the skill and the camaraderie that makes rugby so special. This new campaign shows how rugby is a sport for everyone, recognising and celebrating those at its core, and demonstrating everything rugby can offer."

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