Aviva - Rainbow Laces

Aviva logo


As a founding member of Rainbow Laces, the campaign run by LGBT charity Stonewall to promote LGBT inclusion in sport, Aviva has been at the heart of the movement to make sport everyone’s game.

As part of this movement, Aviva wanted to encourage fans to challenge traditional stereotypes, strengthen local communities, and show that they are an inclusive and diverse company.

They wanted to show that inclusion and diversity is hardwired into everything they do from the top down – building an agile and diverse workforce, reflecting the population of each country Aviva operates in and the customers it serves, with leaders who exemplify inclusive diversity and a culture that enables employees to do their best work.



Building on their previous LGBT inclusion in sport campaign activity, the 2017 Rainbow Laces activation had two distinct phases.

Celebrating Inclusivity

Aviva showcased and celebrated the inclusiveness of grassroots rugby, by setting up a surprise for gay-friendly club Bristol Bisons RFC, who were greeted by England legends Will Greenwood and Ben Cohen (an LGBT activist) prior to their game against fellow inclusive team Northampton Outlaws RFC. The 2003 Rugby World Cup winning duo presented the squad with a brand-new kit, featuring Aviva Pride and Stonewall as sponsors, as well as Rainbow Laces for their boots, before announcing they would be playing in the match. The day became even more surreal for both teams after Greenwood revealed that top international referee Owens would be the man taking charge of the fixture, fresh from officiating at Twickenham the previous day.

Encouraging Support

On Rainbow Laces weekend, Aviva handed out 22,000 pairs of laces to fans at six Aviva Premiership Rugby matches and a Norwich City match, 9,000 to Aviva staff across 16 UK offices and 1,300 through their social channels Aviva branding at six Aviva Premiership Rugby matches and Norwich City’s home match vs Preston North End was changed to the Aviva Pride logo, including pitch painting, LEDs, match day programmes, flags and referee kit, reaching hundreds of thousands of eyeballs live and on TV in the process. A partnership with Teamer was established to reach fans across the country


Awareness and a positive reaction to Aviva’s commitment to inclusive and diversity was generated via:

 - 1.5m views of the film – engagement and CPV exceeded previous Aviva brand content
- 16 national media articles
- 32,300 laces distributed (40% of all Rainbow Laces distributed)

Teamer’s partnership promoting the activity reached a total of 80,000 rugby and football fans

The campaign provided opportunities for staff involvement and showed Aviva publicly leading from the front, creating a culture for LGBT staff to feel comfortable

Campaign developed in consultation with LGBT employee network Aviva Pride, which has 1,200 members