The Red Roses Patch

Client: England Rugby

For England’s Red Roses, W Communications didn’t just challenge legacy pub culture it changed it, for good.

Fuelled by a first-hand experience of off-the-pitch sporting inequality, we turned a quiet frustration into a headline-grabbing, hope-giving campaign that redefined a Rugby institution and sparked national conversation. What started as a bold creative intervention quickly became a viral symbol of progress, highlighting just how far women’s rugby has come – and how far it still has to go.

This wasn’t about protest. It was about instating a playbook for change. Positive, public, and proudly disruptive, the campaign drove wall-to-wall media coverage, ignited social conversation, and crucially led publicans across the country to rethink and rewrite their screening policies. A story that starts with a personal moment and crescendos in real public change – sporting inclusivity, served by the pint.