Vodafone: See it. Believe it.

We collaborated with Vodafone to create a storytelling series designed to inspire new audiences to engage with women’s rugby, challenge long-held perceptions about the sport, and spotlight the skill, competitiveness, community, and personal journeys that define it.

The campaign was rooted in a simple but powerful insight from Vodafone’s research: many people who underestimate women’s rugby have never actually watched it. Rather than tell audiences what the game is, we set out to show them through authentic stories, real voices, and first-hand perspectives from across the women’s rugby ecosystem.

Launched in a landmark year for the sport, the storytelling aligned with the Guinness Women’s Six Nations and the Women’s Rugby World Cup in England, allowing Vodafone and Goal Click to position the series within a period of heightened attention, fan interest, and cultural relevance for the women’s game.

We developed a first-person storytelling approach that built a more complete and authentic picture of women’s rugby by combining elite athletes, grassroots contributors, and fan and community voices. This created a campaign that could drive both visibility and emotional connection, while positioning Vodafone as a genuine supporter of the game rather than a surface-level sponsor.

The storytelling series included 8 co-branded social films featuring elite athletes, grassroots contributors, fan voices, and rugby culture commentators. Published as Instagram collaborations, this content included Vodafone’s partnerships across talent and organisations including Jodie Ounsley, Welsh Rugby Union, Scottish Rugby, Gloucester-Hartpury, and the UK Armed Forces.

By blending elite visibility with grassroots authenticity, Vodafone and Goal Click created a campaign that not only positioned Vodafone as a genuine supporter of women’s rugby, but also expanded audiences for women’s rugby.

Click here to explore the full storytelling series.