Page spreads of the Tagged campaign guide.

The mission.

Removing the competition - encouraging young people to take part in physical activity.

We worked with the London Rugby League Foundation over a number of months to design and deliver a Sports England funded behaviour change programme with a strong mission - to encourage inactive students - or students who would not normally take part in sport - to sign up to a new 'fun' university tag rugby league. One of the key goals was to encourage more women to engage with tag rugby. 

A pink rugby ball with Tagged branding on, in the grass.
Hand holding a phone, displaying the Tagged social media feed on the screen.
Two roller banner designs for Tagged campaign.

The design.

Co-creation of the 'Tagged' brand.

'Tagged' was designed to encourage students to take part in an activity that is social and friendly but without the competitiveness of a normal university sports team. We developed the brand for ‘Tagged’ working in co-creation with students. A suite of marketing materials and a responsive website was produced, which included a league management system and online shop. We also managed social feeds for the project, creating a community where players could share social events and speak to other Tagged players. We even created a fun retro video to explain what tagged is. 

Poster of Tagged campaign, displayed with a street backdrop.

The impact.

The leagues were set up in September 2017, in an initial twelve pilot universities, spanning across London and the south of England. The first year of Tagged was widely successful, which led to the offer being rolled out for a second consecutive year, with even more universities becoming part of the ‘Tagged’ hype.



28 Number of UK universities offering Tagged
648 Participants in Year One
53% Female participation
78% Felt more physically active
100% Would recommend Tagged to a friend