CAMPAIGN BACKGROUND

Black Fern Sevens Player of the year in 2017, World Player finalist, and health and wellbeing advocate. Ruby is using her platform to try to make a difference in New Zealand.

Off the field, Ruby is a regular commentator for SKY TV and passionate about healthy environments for Kiwi kids and speaking up about mental health within the sporting community. Making a difference through speaking out about public issues, and providing motivation to her peers is how she would like to leave her mark.

The HSBC campaign was unique in that it centered around Ruby and Ruby alone. The idea was to highlight what she has been through and how she has overcome the most difficult odds.

KEY RESULTS

Women’s rugby sevens player Ruby Tui has never had anything come easy in life. With a fractured childhood spent between homes, she knew that her life could go down two different paths… rugby became the force that guided her down the right path.

The global financial institution, HSBC, partnering with the World Sevens, created a stunning short documentary on Ruby’s life, reaching hundreds of thousands of individuals.

Total Video Views: 442,207
Total Facebook Video Views: 338,000
Total Instagram Video Views: 8,056
Total YouTube Video Views: 96,151

THE CONTENT