Christian Aid has launched new social campaign called ‘#StopRugbySinking’ to raise awareness for climate injustice during the Rugby World Cup.
The campaign in partnership with creative agency Impero is inspired by the threat of rising sea levels faced by three of the smallest countries in the tournament – Fiji, Tonga and Samoa – and will roll out across social channels.
Christian Aid chief executive Patrick Watt said: “The Rugby World Cup brings together some of the world’s biggest carbon emitters, and some of the most climate-vulnerable countries.
“When it comes to the climate crisis, there is no level playing field,” he added.
“The actions of big polluting countries like Australia, France and the UK have devastating consequences for low lying island nations in the Pacific, in the form of storms, and rising sea levels and temperatures,” continued Watt.
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Influenced by the Pacific Islands’ famous traditional war dancing, the hero film shows UK-based Pacific Island dance group Beats of Polynesia from Tonga, Samoa and Fiji, dancing in central London, knee deep in the Thames.
The campaign is accompanied by a chant specifically written for the campaign called “The Battle for Climate Change”.
The campaign will be live from 7th October through to the end of the World Cup.
The campaign follows a Greenpeace video calling out sportswashing at the Rugby World Cup, throwing criticism at sponsor Total Energies.
