Poor sideline behaviour is a chronic challenge across the community sporting landscape in New Zealand - not just rugby. Its impacts ripple further than the match at hand, shaping the morals, ideals, and emotional spirit of our young people for generations to come.
A challenge recognised by Canterbury Rugby and Ray White Canterbury, both brands joined forces to establish the Keep it Positive campaign in 2021 to help stamp out poor sideline behaviour at our junior rugby games. It began with coaches and referees wearing a common, bright yellow bib, rather than their club colours, delivering a positive reminder that ‘we’re all here for the kids to have fun.’400 of these bright yellow bibs were distributed to community rugby clubs throughout the region.
By using language and scenarios that demonstrate desired behaviours, whilst equipping clubs, supporters, and whanau with the language and tools to help shift unwanted behaviours in their communities, the impact is being felt.
Over the following years the bibs have been front and centre, even being worn by our Canterbury Rugby team during warm up and on the sideline at stadium games.
In 2024 the bib numbers increased to 1,700, we introduced the ‘Fly Your Flag’ initiative to cheer on your team and mates, and the message to Keep it Positive for our junior players grows.
