Another great year working with Canterbury
We’ve come to the end of another jam packed year working alongside our client at Canterbury and the RFU on the CBRE All Schools programme. In case you’re not familiar with it, CBRE All Schools aims to get more secondary schools involved in playing rugby union in England.
The programme started back in September when 100 schools were selected to take part in workshops across the country. I attended a couple of the workshops; it was fantastic to see how much effort the students put into designing their rugby shirts for their school. There were some very impressive designs too! One of the highlights for the students was meeting England rugby legend Dave Attwood at one of the workshops in London…it really came across how passionate Dave as a player feels about his shirt, as he told the students about the pride him and his teammates feel when they put on their shirts before a big game.
Following the workshops, the shirts were then taken away and produced by the talented designers at Canterbury.
One lucky student from each of the 100 schools was invited to an RBS 6 Nations game at Twickenham where they got to reveal their shirts on the pitch in front of an audience of 80,000 rugby fans! Again, I was lucky enough to be a part of this experience, and watching the students buzzing with excitement and grinning from ear to ear before they stepped out in front of the huge crowds wearing their new shirts was really memorable.
The final stage of the initiative was a celebration day at Twickenham where students from 12 schools across the country were invited to play a game of touch rugby, a tour of the stadium followed by a pitch side BBQ. We even pulled off a big art-attack photo on the pitch using 120 students to form the shape of the Canterbury logo! It was a fantastic way to round off such an enjoyable year, and it was great to speak to the students and teachers at the pitch day and hear how much they have enjoyed being a part of the programme. I loved hearing that so many of the kids have taken up rugby as a result of getting involved in the CBRE All School’s initiative.
Throughout each stage of the programme, our role at Bird has been to engage the local and regional media – highlights have included broadcast interviews with the BBC and ITV and nationwide online and print coverage.
Take a look at the video Bird put together – a snapshot of what happened at the pitch access day!