Tagged Rugby.

Encouraging young people to take part in physical activity [without the competition].

We worked with the London Rugby League Foundation to develop a strong student brand for a new intramural tag rugby league.

What we did:
  • Websites and UX/UI
  • Research and Insight
  • Creative Design and Advertising
  • Animation and Video
  • Digital Marketing
  • Social Marketing and Behaviour Change
  • Strategy
  • Audience Testing
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.



“We are so pleased with the website amends, the new system is exactly what we needed and its working perfectly. Seriously impressed that you nailed it first time without having to go back and forwards with amends.“

- James Szymik (London Rugby League Foundation)

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

You might also like...

Do you want to make a difference?

Let us help you. Chat to us about planning your next project.
We create meaningful digital products that connect with people and make positive change possible.

Home of the changemakers.

We just need a bit more info

* indicates required

Marketing Permissions

Social Change will use the information you provide on this form to be in touch with you and to provide updates and marketing. Please let us know all the ways you would like to hear from us:

Marketing preferences

You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at rob@social-change.co.uk. We will treat your information with respect. For more information about our privacy practices please visit our website. By clicking below, you agree that we may process your information in accordance with these terms.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.

Project Planner