As the Official Logistics Partner for Rugby World Cup 2015, DHL Africa decided to leverage the partnership in Africa, which is traditionally synonymous with soccer.
The journey involved passing a single rugby ball from hand to hand across 45 countries in 11 months, coupled with customer and employee activations, rugby clinics and CSR activities in each country along the way. The journey started in Cape Town, South Africa in October 2014 and ended in London, England in September 2015.
In each country, DHL Africa aimed to spread a unifying love of the game with a campaign of activities that included Rugby Clinics, CSR Engagements and DHL customer and employee activations.Every step of the journey, every person, every place and every pass was captured on film and in photographs and shared with Africa and the rest of the world via DHL Africa’s social channels, and all content was housed on the dedicated journey website – www.AfricaAsOne.com.
- Rugby Clinics: Kids in each country were taught the rules of Tag and Touch Rugby and general rugby, techniques on how to pass, tackle, scrum and kick.
- CSR Engagements: In partnership with Mercyships, the Africa As One team and an optometrist delivered free eye tests and distributed reading glasses to those in need. DHL distributed stationery to thousands of children along the way.
- Customer and employee engagements: In every country, DHL customers and staff were treated to a function involving rugby and entertainment.
Every week a new episode of the AfricaAsOne journey was filmed and released on YouTube, Facebook, Instagram and Twitter for Africa and the world to showcase cultures, places, food and experiences only found on the African continent.
At the end of the journey, the AfricaAsOne team arrived in London in time for the opening ceremony of Rugby World Cup 2015.
- Deliver rugby to Africa
- Deliver positive content to celebrate and showcase Africa to the World – showcasing the beauty and potential
- Make a difference – to distribute stationery and deliver eye tests and glasses to thousands of people along the way
- Reaffirm DHL’s mantra in Africa – Nobody Knows Africa Like We Do