Keep it Clean campaign raises bar on junior sidelines

Wellington Rugby and Burger King are heralding the success of their Keep it Clean campaign for raising the bar on the sidelines of junior rugby games in 2016 and setting a positive example for the sport's next generation.

Sideline ambassadors were present at junior rugby matches in Wellington for the second half of this season with parents and supporters wearing Burger King 'Support your team, but keep it clean' bibs.

The response of the Wellington rugby community has been overwhelmingly positive and Wellington Rugby Union's head of community rugby Will Caccia-Birch believes the message has reverberated throughout the rugby fraternity.

"With the help of Burger King we've sent a very clear message about what sort of behaviours are, and are not, acceptable on our side-lines and the response of our junior coaches, parents and supporters has been brilliant.

"The easy option was to pretend we didn't have an issue, but our statistics clearly show that's not the case. In college rugby this season we had 12 reported incidents of referee abuse and in senior rugby we had another eight.

"We believe the Keep it Clean campaign will set an example for our next generation of players and already we've seen a positive shift in attitudes from referees and supporters alike."

Wellington Rugby Referees Association chairman Ian Dallas said match officials were thrilled to see the union take a leading role on an important issue.

"We want to attract a new generation of referees to our game and to do that we need to make sure they leave the ground with a positive and enjoyable experience from day one.

"To have the union sending out a clear signal that referee abuse won't be tolerated in our game and to see parents and supporters getting in behind that message is a major positive."

Burger King general manager of marketing James Woodbridge said the Keep it Clean campaign has started a national dialogue on an important issue.

"The Keep it Clean, Support Your Team campaign has publicly started the conversation regarding positively supporting sport at all levels," he said. "Burger King intends to continue its involvement to help all players, refs and supporters have a better experience no matter what level of play."

In addition to sideline ambassadors wearing bibs at junior games, all junior teams also filled out scorecards which rated the behaviour of opposition supporters toward players and officials.

Rimutaka's junior club won first prize and a Burger King back yard barbecue with Wellington Lions players including Jason Woodward and Reggie Goodes.

Rimutaka Junior Rams Rugby Club convenor Roseanne Mahuri-Tukukino said the Positive Sidelines Behaviour campaign had been a major positive for the club and embraced by all nine junior teams.

"Our club's statement is, 'It's all for the kids' and this initiative fitted perfectly and helped us push a really positive message to the adults and kids.

"Yes, the bibs helped make people more aware. It's all about getting the message out there as a junior collective, putting our foot down together to say negative behaviour is not acceptable and this was another great tool."

Mahuri-Tukukino said a highlight every week was giving an opposing team's player the Burger King fair play certificate.

"It brought the teams together and you could see the big bright smile on those kids faces when they received a fair play award and how proud they were. We need to keep this going next year."

And there was similar feedback throughout the junior club community.

Some comments from junior clubs received by WRFU at the end of the season included:

"Hey guys, thanks for this, a great initiative! The bib was great too- stood next to a vocal supporter and he toned right down nicely" - (Johnsonville U10s)

"Great game and great atmosphere, Wainui Rugby Club think this is a wonderful thing to do" - (Wainuiomata U11s)

"The supporters were great they encouraged both teams; was what junior rugby is all about" - (Wainuiomata U11s)

"Awesome love the whole reason behind this" - (Hutt Old Boys Marist U10s)

"I personally thought it was an excellent idea to engage more with the opposing team on a Saturday as well as with their supporters and raise awareness and improve attitudes with regards to both side line and on the field behaviour. We already really emphasised with our kids about having a positive attitude towards the opposing team players and supporters and referees and this initiative cemented it" - (Norths U11s)