International Mixed Ability Rugby Tournament
Showcasing inclusive sport on the world stage with fast-turnaround, high-impact comms.
The challenge we faced
Every few years, IMART – the International Mixed Ability Rugby Tournament – brings together players of all abilities, backgrounds and experiences to celebrate inclusive rugby and community spirit. In 2025, the eponymous world cup tournament was held in Pamplona, Spain.
Spearheaded by International Mixed Ability Sports (IMAS), the organisation needed to build excitement and anticipation in the months leading up to the event, as well as capturing and sharing the energy of a week-long international tournament in real time. With teams, fans and partners spread across multiple locations – not to mention a conference attended by stakeholders from around the world – the challenge was to deliver fast, engaging coverage that reflected the values of inclusion, community and celebration.
Teaming up with designer Louie Bowers and social media manager Oscar Mackenzie, we orchestrated a huge multi-channel, multi-language content campaign over several months.
How we helped them
• Built a content strategy and four-month communications plan for the build up period, as well as the week long tournament itself.
• Developed a unique visual identity for the campaign that worked within the existing IMART brand guidelines, but evolved them in new and exciting ways.
• Adpated the line "Change your mind, not the game" to become the official slogan of the tournament, and introduced a 10 year badge to communicate the history and the pedigree of the event.
• Coordinated with an on-the-ground support team to create a daily rhythm of content – live Instagram Stories, daily Facebook digests and quick-turnaround photo/video edits.
• Translated key content into Spanish and other languages, and created bespoke assets for different nations.
• Established a consistent tone of voice across all posts and website content.
• Balanced speed with quality, prioritising authentic, human moments over polished corporate content.
• Produced a comprehensive report that pulled together key statistics and impacts.
The impact we made
Daily content reached thousands of followers across platforms, with strong engagement from players, families, and global audiences. The coverage captured the spirit of inclusion and community, amplifying IMART’s reputation as the leading voice in mixed-ability sport.
We received overwhelmingly positive feedback from teams, supporters and sponsors on the quality and immediacy of the communications, and the overall success of the campaign.
What they said
We appreciate the excellent work done by you and the rest of the team! It’s been so great working with you throughout this campaign – thank you for all your hard work, your reactivity and your creativity. Grazie mille!