NZ Rugby backs diversity in major sponsor’s film
THE All Blacks and Black Ferns have won plenty of praise for the Diversity is Strength video released this week, but the story behind it is somewhat prosaic – it was driven by sponsors AIG and had nothing to do with Australian star Israel Folau’s recent comments about gay people going to hell.
In fact, the diversity film was released in Japan to align with Tokyo Pride week, and it was pure coincidence that it hit New Zealand at the height of the ongoing controversy involving Folau and his views on the LBGT community.
The film was certainly a timely reminder of NZ Rugby’s commitment to inclusive policies, but it was created by the world’s largest insurance organisation as part of its wider Project Zero to tackle key social issues, using the All Blacks and Black Ferns brand to do so.
‘‘We see the All Blacks and the Black Ferns as great champions of diversity and one of the factors that contribute to their success,’’ AIG NZ communications manager Shannon Morrison said.
‘‘Diversity is something AIG is very passionate about and by leveraging that through the Black Ferns and the All Blacks we do hope we make a positive contribution to tackling all of these issues.
‘‘I think New Zealand Rugby are very hard on the tail of these topics of diversity.’’
Project Zero was launched to raise awareness around social issues including cultural diversity, gender diversity, disability inclusion, and sexual diversity in its targeted Japan market.
Morrison said it was released in line with Tokyo Pride week, making the connection between the All Blacks and Folau entirely circumstantial.
The company has released the diversity video as it hopes to make a difference, as part of its global corporate responsibility.
Although the video was created by AIG, NZR chief executive Steve Tew said it was in full support of diversity, and said it was particularly important to rugby’s ongoing success.
‘‘It’s fantastic to have the support of an organisation the size of AIG, because they’ve got real scale. This particular advertisement is part of a broader campaign that AIG is running in Japan, which is about zero tolerance for discrimination of any kind,’’ he said.
‘‘Diversity in our game is critical and we have an opportunity to lead a lot of the debate on these issues.’’
The film depicts the All Blacks and Black Ferns taking to the field to support diversity and takes a stand against all forms of discrimination. PHOTOSPORT
‘‘The next battle is different,’’ warns the script. ‘‘The next enemy is truly formidable and deeply devious.
‘‘It is discrimination – an enemy that cannot be fought alone and must be defeated together.
‘‘It will take more than 15 – it will take thousands.’’
Earlier this week, All Blacks coach Steve Hansen supported T J Perenara after the Hurricanes halfback had tweeted his opposition to Folau’s comments.
‘‘You’re a good human being, regardless of whether you’re a gay person, a straight person,’’ Hansen said. ‘‘Quite frankly we don’t care [within the All Blacks] and I don’t care personally myself either.
‘‘But I thought he tweeted well, his words were good. He gave a strong message to those young people in the circumstance where they could be fighting and worrying about their own identities and, again, I said I was proud of him and I stick by that.
‘‘The All Blacks are about being respectful and it’s a privilege to be part of the All Blacks, so you don’t want to go spoiling that by coming across in a way that doesn’t reflect that,’’ Hansen said.
Last year, NZR became the first national sporting organisation to earn the Rainbow Tick for its push for diversity.
The Black Ferns and All Blacks were both unavailable for comment on the film.