Our research established that while most Australians had deep connections to the game, whether through family or grassroots participation - many had drifted from interest in the Premiership season.

By tapping into club identity, connecting it to place and personal history, and giving fans something they could be proud of, we realised that large scale murals were key to bridging pre-season above-the-line advertising and grassroots advocacy.

We commissioned a series of permanent murals that tackled timely, controversial, and iconic stories in the game, among them this one in Inner Sydney’s Redfern.

The first of a series, it honours the return of South Sydney Rabbitohs star player Greg Inglis from injury. Emblazoned with ‘DEADLY’ (‘awesome’ in Indigenous Australian vernacular), the portrait is located in the home of Australia’s Indigenous rights movement. The local area is renowned for its heritage-protected murals celebrating Aboriginal culture and pride.

We worked with Artist Sid Tapia, and in consultation with Indigenous leaders, to create a mural that would become part of the fabric of local community.

Launched during the Festival of Indigenous Rugby League, at neighbouring Redfern Oval, it became the site of celebration, reminiscence, even a wedding.

With over 18,000 engagements on social, seen by 17,500 people on an average day and with millions of impressions both online and off, the mural took on a life beyond the immediate neighbourhood. Most importantly, we gave fans something to be proud of again, with overwhelmingly positive social sentiment.

Led by the ‘This Is How We League’ campaign and club murals like ‘DEADLY’, the 2018 NRL season has seen attendance, viewership and club membership trending upwards across the competition.

Round One attendance in particular increased by 41,709 YoY (a 41.3% increase YoY), making it the biggest season launch since 2011.