Jack Mayo

Sideline Culture Change


I have always been a huge fan of our national game. Rugby has always had a big place in my heart. However when I hear about referees quitting due to abuse and young players copping it too, it makes me want to do something about it. I am exploring how design creates awareness in the behaviours and mindsets of people in New Zealand rugby communities, in regards to negativity on the sidelines. Through campaign design I have created videos, flyers and a website to showcase the issue. One thing that sets aside Sideline Culture Change to similar concepts is the humour, the heart and the tone of the campaign. Sideline Culture Change sets out to change the Sidelines to a positive place for all.

Bachelor of Design (Hons)

Visual Communication
Myself dressed as a parent in preparation for filming. 
Supporters in action at a photoshoot.
Player during a club rugby game.


Block 12
Level E

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