Rugby Australia has launched its campaign, 'Part of More' highlighting the men and women of various ages and backgrounds who play the sport.
The new initiative highlights the experiences of nine players, coaches and families in a demonstration of the sport's diversity.
Developed over a year, the initiative has shifted the attention from the usual focus on professional athletes and it's hoped that it will encourage others to consider playing.
Raja Yassine's parents migrated from Lebanon 41 years ago.
The mother of three boys and one girl is an active member of her local inner west Sydney club, Petersham. Ms Yassine tells the story of her family's involvement.
"People from all walks of life, colour, shapes, sizes [are part of the club]," she told SBS News.
"We turn up all looking the way we do and the minute our kids put on those jerseys and are ready to play, we all become one and it's about the team and the team spirit, and we're all cheering for the same thing."
Ms Yassine says Petersham has not only been accommodating to her family's Lebanese background, but celebrates it along with the diversity amongst its members.
"We go to our club barbeques, we do our bit, we bring our traditional food and we mix it with our Aussie barbeque and after that we have a great time."
Australian rugby union coach, Michael Cheika. Source: SBS News
Chief Executive Officer of Rugby Australia Raelene Castle assumed the top job in January this year and can see how Rugby would benefit from showcasing its diversity.
"It is that inclusive piece and diversity piece is really important, it doesn't matter what race, creed or colour you are or gender, you can go to a Rugby club and feel welcome and included," she said at a press conference.
Coaches also feature in this campaign, with Josh Phillips who is based in Darwin also sharing his story.
Mr Phillips, in his role as a development officer, travels to remote communities to encourage more people to participate in the game. He also played Rugby from a young age and says his personal life has benefitted from what happens off the field.
"I've made some lifelong mates and as I said, the game has been really good to me, it's what I do for work," Mr Phillips told SBS News.
"Not a lot of people say they can do that and I got to do a lot of travelling with the sport and made some lifelong friends, so it's fantastic."
Mr Phillips was accompanied by another Northern Territorian at the campaign launch in Sydney. 17-year-old Caleb Niki began playing the sport because of his family.
Source: SBS News
"I grew up playing and my dad was introduced to it when he moved here. Like growing up watching him and my uncles play side-by-side made me feel like I wanted to play. I had to play," Mr Niki told SBS News.
Rugby Australia says that one of its campaign objectives is to show that the sport does not discriminate and community is at the heart of its operations. Head coach of Australia's national team, the Wallabies, Michael Cheika is encouraged that the campaign will draw the link between his team and the community.
"I would like to think that all the people at club level, junior level, feel like they're part of the Wallabies and feel that we're part of them too when they go to watch the games, or we're going to our local club or even if we go to visit another club which we get to do often, that we're a part of that, we're part inspiring people to want to play down there as well," he said at the launch.
Ms Yassine believes the impact of such a campaign may be greater that just rugby.
"If it is a means by which we open up dialogue so people from my community, girls within my community would like to play rugby then I'm pretty happy to be part of it."
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