World Rugby, the governing body of Rugby Union, has launched a global campaign with the aim of driving increased participation and engagement among fans, audiences, players and investors in the women's game. 

The new "Women in Rugby" brand identity and the landmark global campaign "Try and Stop Us" draw inspiration from stories of 15 women and girls involved in rugby from various countries and regions and levels of the game in order to send a message to every female that playing rugby has the power to make them feel unstoppable.

Xu Xiaojing (Phoenix), a female rugby referee from China, is among the 15 global ambassadors appointed by World Rugby as part of the latest campaign, developed with the support of national unions and regions. Xu couldn't make it to the launch event on Tuesday, but her image was included in a manifesto video.

Addressing the media, World Rugby Chairman Sir Bill Beaumont said: "We firmly believe that the development of women in rugby is the single greatest opportunity for our sport to grow in the next decade, which is why we are proud to share our exciting new brand identity today. 

"Not only is women's rugby experiencing unprecedented growth around the world but we are well on the way to realizing our vision of a more equitable game for all through the implementation of our ambitious strategic women's action plan, which is having a transformational effect on all areas of the game," he added.

According to a World Rugby report, participation levels are at an all-time high with 2.7 million players globally – making up more than a quarter of the global playing population – and a 28 percent increase in registered players since 2017. The report also stated that more young girls have got into rugby globally than boys and more than 40 percent of rugby's 400 million fan base are female.  

Meanwhile, World Rugby Women's Advisory Committee Chairman Serge Simon mentioned: "The 'Try and Stop Us' campaign focuses on the concept that when you choose rugby, it's not just the game and your team-mates that change your life but also the values of rugby. Through its manifesto and empowering film, the campaign highlights the idea that rugby can help you overcome obstacles in life and make you unstoppable."

(Cover photo courtesy: World Rugby)