IRB Ramping up campaign to include 7's in Olympics

IRB Launches New Sevens Promotional Film

The International Rugby Board (IRB) has premiered a new film that will be a key element of Rugby Sevens’ campaign for Olympic Games inclusion.

‘Reaching Out', produced by the renowned Wilder Films, is a major revamp of the original film that captured the hearts and minds of the Rugby family last year. The film has since gone on to win a major international award at the 2009 New York Film Festival and has attracted more than 250,000 online views around the world.

The new version of ‘Reaching Out’ was kept under wraps until making its debut at Rugby Sevens’ presentation to members of the International Olympic Committee Executive Board in Lausanne, Switzerland on Monday, June 15.

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While the new film is themed similarly to the popular original, it also has a new twist. It is set in India and features more of the world’s top male and female players, who are backing Rugby Sevens’ bid for inclusion at the 2016 Olympic Games.

"‘Reaching Out’ has been a key feature of Rugby Sevens’ campaign for Olympic Games inclusion,” said IRB President Bernard Lapasset.

“The original film was breathtaking and very moving and proved hugely successful in reaching out to the global Rugby family, as well as to new fans and audiences with screenings at major international Rugby matches, presentations and also online,” he said.

“As we enter the next phase of the campaign, we have enhanced the film to capture the truly universal reach of Sevens. It is a key element of our Olympic Games campaign and I am sure that it will be even more popular than the original version,” added Lapasset.

Rugby was originally introduced to the Olympic Games by Pierre de Coubertin in 1900 and continued to be played at the 1908, 1920 and 1924 Games. The sport shares the values of the Olympic Movement and offers new potential for growth to help the Movement to thrive and reach more young fans worldwide. Rugby is one of seven sports which will be voted on by the International Olympic Committee in Copenhagen in October 2009 for inclusion in the Olympic Programme beginning in 2016.