OVERALL OBJECTIVES: Tell the story of the AGL & NSW Waratahs partnership to foster rugby within local communities.





AGL partnered with the NSW Waratahs to support more than 300 local rugby clubs across the State. As part of the partnership, AGL kicked in $150 to the nominated club of anyone who signed up as an AGL customer. The objective of the content was to unearth stories at the grassroots level that demonstrated how the funding benefited the clubs. They wanted to tell the stories at the heart of the rugby community that brought to life the people and the characters that make the game so great.



Newsmodo distributed a brief to thousands of journalists across NSW, which included the list of 300+ clubs. The journalists then set about researching and unearthing stories across mainly the regional heartland. In all, more than 70 individual stories were pitched in just the first week. From those stories, AGL, in collaboration with the Waratahs, reviewed and selected the ones they wanted to bring to life, and in what format. The stories they chose were then commissioned to be created in full, including long form articles with exclusive interviews, images and bespoke video production.

Thanks to the great work of our journalist network, we uncovered and told some amazing stories about a team who play in the dust of a mining town 700km out of Sydney, a club made up entirely of deaf players and a feature on the NSW Waratahs coach Daryl Gibson’s involvement in his children’s team at the Coogee Rugby Union Club.


“I will add that the Waratahs marketing team are over the moon with this content; Daryl has also given his personal seal of approval. The Waratahs are very keen to promote the content from their owned channels as well, which is very positive for all.”  – Valissa Warren, Digital Content Manager, AGL Digital, Brand and Customer Communications