Old Mutual Wealth Kids First is England Rugby’s approach to inspiring children to enjoy rugby for life. The Champions series celebrates clubs and schools across the country who have set an exceptional example by promoting the values of Kids First. Working with the talented Essentially agency, the campaign creates a variety of content each month as ex England & Lions star Ugo Monye visits winners, along with another Ambassador.
The chemistry Ugo instantly forged with former England prop David ‘Flats’ Flatman helped to engage the audience and led to social spin off series ‘You Go v Ugo’ where Ugo takes on teams of kids playing rugby challenges. All the content displays how serious messages can be successfully delivered with the correct balance of information, drama & humour.