“We had young people from Northern Ireland talk about social challenges there, compared to those in deprived areas of South Africa. This juxtaposition really developed mutual appreciation and respect. It turned a rugby tournament into a network of like-minded people who had shared understanding of what each other’s experiences were.”
Tom Lister, Chief Marketing Officer, United Rugby Championship.
The ‘Big Picture Project’ was a participatory photography project run with the United Rugby Championship (URC), forming a key part of their ‘Take on Tomorrow’ programme, which aims to use URC rugby as a tool for positive social change. We worked in partnership with Trust Impact, a consultancy that specialises in helping charities understand, measure and maximise their social impact. The project engaged young people (aged 18-25) who were fans of one of the 16 clubs in the URC. This was an international project, with participants from Scotland, Wales, South Africa and Ireland.
Working with Trust Impact we designed and delivered the project, which sought to use creative co-production to explore the themes of unity and respect in the rugby community.
Through a series of workshops the participants defined the scope of the project for themselves. Their images covered a broad range of subjects, including mental health, gender empowerment, disability, dementia and the positive impact of volunteering.
The participatory photography workshops empowered the young people to identify and engage with issues important to them, then share those insights confidently with others. This process of action, reflection and discussion is a strong catalyst for positive change. It’s a tool with rich potential for charities and organisations aiming to achieve social impact (as well as producing striking images for campaigns, communications and fundraising!).
“a simple programme with a clear purpose that has given us the platform and confidence to develop our entire approach to diversity and inclusion.”
Tom Lister, Chief Marketing Officer, URC
We’re very proud of the outcomes from this project – as well as contributing to URC’s understanding of their approach to diversity and inclusion the project had a direct positive impact on the participants.
The winning entry was by Lloyd Churchouse who depicted the ‘Yogits’ (short for the Ystradgynlais Old Gits), an inclusive over-35s touch rugby team based in The Ospreys region in West Wales.
Yogits aims to recreate the sense of belonging and camaraderie that disappears when players’ bodies get too old and battered to play club rugby. They have 50 registered players including veterans and men with mental health issues, who can stay active while “throwing a ball around and having a laugh.” Their motto is, ‘Passing It, Not Past It.’
Lloyd’s evocative photos earned him a full-time job as a photographer with the Osprey rugby club following The Big Picture project, “a legacy we’re hugely proud of,” says the URC chief marketing officer Tom Lister.
One participant had their photos published online by their club, and another said: “I’m going forward with more of an open mind. I’ve learned how to take criticism. Learning to take on what people say makes you realise they’re not saying it to make you change it, but helping you to make your work better.”
Project feedback compiled by Trust Impact showed that despite cultural and linguistic differences, participants had their eyes opened to the “huge commonalities” in the way they viewed rugby and their experiences within the sport. They also said seeing teams of different ages, genders and (dis)abilities at grassroots level had changed their perception of who can play the game.
Building on the foundations laid down by The Big Picture, URC have continued to develop their work around EDI (equality, diversity and inclusion) by creating a women’s leadership programme for young females considering a career in sport.
“The Big Picture has been a stepping stone from a small proof of concept to a social purpose agenda,” said Tom Lister. “Its success has encouraged us to develop further projects with that same sentiment of championing diversity in new and prominent ways.”
Martin and Martin 