England Rugby launches ‘For the Girls’ campaign for Women’s Rugby World Cup 2025

England Rugby's new ‘For the Girls’ campaign aims to shift perceptions and inspire new audiences.  The multi-media campaign which launches today forms part of an overall effort to boost participation among young girls while also seeking to honour the role of the women and girls who have made the game what it is today

The campaign celebrates the Red Roses legacy, their position as the world’s number one team, and their power to inspire. The campaign is a rallying cry to show the nation that this team isn’t just chasing trophies – they’re playing for something bigger: for every girl who dreams of playing and getting involved in rugby.  

‘For the Girls’ also aims to shine a light on the male allies – the dads, brothers, coaches, and fans – who’ve championed women’s rugby from day one. 

The heart of the multi-media campaign is the ‘For the Girls’ hero film set to air on Amazon Prime TV as well as Red Roses channels. In addition, the campaign will run in out of home, paid social and England Rugby channels.