World Rugby and WeAre8, two entities committed to digital safety and wellbeing, have announced a collaboration to offer the rugby community a more inclusive and equitable social experience.
The partnership is a major advancement in the protection of social communities with World Rugby being the first governing body to migrate part of their social content to the platform. It reflects World Rugby’s strong ongoing commitment to providing a safe space for players, match officials and fans and to tackle the toxic nature of online abuse and hate in rugby via its collaboration with Signify.
Founded by Zoe Kalar, an Australian tech entrepreneur, WeAre8 has revolutionised social media by putting the power of social technology back into the hands of the people. A safe, positive social platform, WeAre8 leverages advanced AI moderation systems to eliminate toxic content. It does not use algorithms to control what people see and how they feel; instead, it enables people to reach and engage with their full community through every post.
A key point of difference in WeAre8's social experience is how its ad model redefines the value of advertising to people. For every ad viewed, a portion of the advertising revenue is shared directly with the viewer, as well as with community groups, charities like ChildFund Rugby, and vital planet-positive projects, ensuring a positive impact for both people and the planet.
The partnership will see a range of World Rugby brands establish content channels on WeAre8, including World Rugby, RugbyPass and the Stronger than You Think podcast that brings to life incredible stories of women in sport. The partnership will extend into player awareness with adoption this year, and the ability for people to also support the work World Rugby does through ChildFund Rugby, through pay it forward contributions in the WeAre8 Wallet.
Commenting on the partnership, World Rugby’s Head of Digital Business Development, Fran Vavallo, said: “This partnership represents a natural alignment of values and vision as we work tirelessly to protect and support players and officials who experience online abuse and is reflective of our wider strategy in this important area.
“WeAre8’s commitment to creating a space that prioritises safety, positivity and community empowerment aligns with World Rugby’s dedication to unite communities through integrity, respect and inclusivity. WeAre8 is living proof that social media doesn't need to be a playground for abuse or trolling, and we look forward to offering fans and players an alternative where they can authentically connect and help us make rugby events a safe and inclusive space – on the field, in the stands and across the digital sphere.”
WeAre8 Managing Director – Australia, Danika Johnston, added: “We are proud to partner with World Rugby. They have a long history of demonstrating the power of sport as a unifying force for good and this partnership amplifies those efforts, whilst ushering in a new era for social media on WeAre8. We look forward to elevating their content and players and demonstrating how the economics of a new social media model can benefit all parts of the community when we stand together.”
