Homophobia in sport is a burning issue worldwide.

So Jozi Cats – Africa’s first gay and inclusive rugby club – saw an opportunity to kick off a worldwide conversation.

In South Africa, rugby is a macho sport, worlds away from the stereotypical view of homosexuality.

Jozicats needed to recruit new players, and in doing so, we saw a chance to challenge those stereotypes.

For implementation, see above

Timeline - 3 - 17 May 2016

Scale - Seen and supported by 315 million people in 126 countries

The story was picked up by global and national media on a grand scale.

The campaign was seen and supported by almost 315 million people in over 126 countries.

Jozi Cats grew by almost 400%, inspiring several more inclusive clubs to start up across South Africa.

SEEN AND SUPPORTED BY

315 MILLION PEOPLE

IN 126 COUNTRIES