Agency: Saatchi & Saatchi Advertiser: New Zealand Rugby Union Awards: Charity/Not for Profit/Public Service (Silver)
Marketing Challenge
It used to be fairly simple, as a kid you played cricket in the summer and rugby in the winter. All this has changed and the numbers of kids playing rugby under the age of 13 has been declining at a rate of 4% per year since 2001.
Investigation by the NZRU and the agency highlighted a number of reasons for this decline...
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