RugbyAU Integrity Series

RugbyAU × 77 Productions – Integrity Video Series

Situation

Rugby Australia, in partnership with Sports Integrity Australia and funded by the Australian Rugby Foundation, identified a clear need to strengthen understanding of integrity, safeguarding, and reporting pathways across the rugby community.

With participants spanning children, parents, coaches, volunteers, and officials, the challenge was to communicate serious topics—such as child safeguarding, bullying, abuse of match officials, online behaviour, and reporting misconduct—in a way that was clear, engaging, and culturally relevant to rugby.

The content needed to drive real behavioural change, not just awareness, while remaining accessible, consistent, and easy to deploy across clubs nationwide.

Task: compliance and safeguarding

77 Productions was commissioned to create a series of six short-form animated videos that would:

• Educate the rugby community on key integrity issues and responsibilities

• Reinforce Rugby Australia’s core values: Teamwork, Respect, Passion, Discipline, and Integrity

• Clearly explain when and how to report concerns

• Use rugby metaphors and language to increase relevance and retention

• Be suitable for digital rollout across web, social, club education, and internal platforms

Action

We developed a cohesive motion graphics system designed to feel unmistakably “rugby”, while remaining inclusive and easy to understand.

Concept & Storytelling

• Each video focused on a single integrity topic, anchored to a core rugby value

• Familiar rugby actions—tackles, lineouts, passes, red cards—were used as visual metaphors to explain behaviour and consequences

• Clear calls to action reinforced reporting pathways and personal responsibility

Motion Graphics & Design

• Clean, high-contrast animation with bold typography for clarity at small screen sizes

• Consistent visual language across all six videos to create a recognisable series

• Kinetic text and iconography used to highlight key messages and acronyms (e.g. THINK before you post)

Voiceover & Accessibility

• Plain, direct language suitable for all ages and roles within the sport

• Confident, neutral voiceover to ensure authority without being punitive

• Designed for mute-friendly viewing with strong visual reinforcement

Scalable Production

• Short 20–25 second runtime ensured high completion rates

• Modular structure allowed the series to be expanded or adapted over time

Result

• A clear, engaging six-part integrity series that simplifies complex policies into practical guidance

• Strong alignment between Rugby Australia’s values and everyday behaviour on and off the field

• Improved clarity around safeguarding and reporting pathways across the rugby community

• A highly versatile education asset, suitable for clubs, schools, social media, and national rollout

This project reinforced 77 Productions’ ability to translate policy-heavy content into meaningful, culturally resonant storyt-driven awareness, understanding, and action without losing impact. You can check out similar work completed for Wrestling Australia and Dragon Boat Racing.