Premiership Rugby Starts support NHS vaccine programme via 'Kicking Covid into Touch' programme

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Launched on 28 September and culminating around the Gallagher Premiership Rugby Round 3 fixtures on the first weekend of October, the ‘Kicking Covid Into Touch’ campaign saw the league collaborate with the NHS to support the vaccination programme.

The campaign saw some of Premiership Rugby’s leading players encourage young people to get their COVID-19 vaccine through creative in which they discuss their personal experiences of the pandemic.

Led by a hero ‘NHS X Premiership Rugby’ video, the campaign featured Sam Underhill (Bath Rugby), Alex Goode (Saracens), Nathan Earle (Newcastle), Ollie Hassell-Collins (London Irish), Marland Yarde (Sale Sharks) and Dan Robson (Wasps) discussing the importance of the vaccine and the impact the virus has had on them directly over the past year.

The spot sees Sam Underhill talk about how his dad was hospitalised with Covid-19, while Nathan Earle’s shares how his partner had their first child in the pandemic and how he was unable to be in hospital to support her through their child’s birth.

As well as rolling out across league and player digital and social platform, the film will also be played in stadiums across the UK during Round 3 games from 1 to 3 October.

“It’s been so fantastic to have sports fans back in stadiums all over the country, and this couldn’t have been done without the COVID-19 vaccine programme,” commented Phil Winstanley (Rugby Director at Premiership Rugby). “It’s been so instrumental in getting us back to normal, and as we get going with this year’s season, we need to make sure all our fans are as safe as they can possibly be – and that includes making sure they get the vaccine to protect themselves and those around them.”    


The campaign is part of a wider, ongoing partnership between the NHS and Premiership Rugby League and follows the ‘Every Vaccination Gives Us Hope’ campaign launched earlier in the year to encourage the public to get their COVID-19 vaccinations.

Other notable recent sports-related brands and properties supporting Covid-19 vaccination include the NRL’s ‘Let’s Tackle This Together’ and BUPA LATM’s Copa America ‘Out Of Tune Anthems’ campaign.

This case study originally appeared on Activative: which inspires stand out sports marketing with creative and strategic intelligence.

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