The Try Rugby Brazil campaign, being run in partnership with the British Council and Serviço Social da Indústria (SESI) aims to develop local capacity not only to increase participation, but also to utilise rugby's culture and core values to initiate health, education and social change, according to organisers.

The campaign has been running since September 2012 across the states of Minas Gerais, Santa Catarina and São Paulo.

As well as building up links between the 12 Aviva Premiership clubs in the UK and the SESI centres across Brazil, the programme hopes to grow the sport of rugby in the country and use it as a tool to support the social inclusion of "at risk" or disadvantaged young people and the development of valuable skills such as leadership.

Former Exeter Chiefs community coach, Dom Caton, is one of those leading the programme in São Paulo.

"The project is hugely rewarding, not just for those who participate in the programme, but also for us as coaches as well," said Caton.

"In Brazil a lot of sport is based predominantly around football, so it's great that we are able to introduce the people to something different in the form of rugby.

"With the Olympics coming to Rio in two years' time - and the fact rugby is going to be involved - there is genuine excitement about how the game can take off in the country."

The Try Rugby Brazil programme is aiming to increase interest and participation in rugby as the country gears up to host rugby sevens at Rio 2016 ©Getty Images



Since the campaign has been running in São Paulo, it is claimed that more than 14,000 players take part in rugby sessions throughout the states of São Paulo every week, while over 54,000 young people and adults have taken part in coaching sessions, workshops, coach education, events and competitions.

In addition, 350 teachers and volunteer coaches are now able to teach tag rugby and referee games.

Commenting on the visit of Prince Harry, Caton said: "He was very interested in the programme and asked a lot of questions regarding the work we are doing within the country.

"He said he could see the opportunities we were creating for people in Brazil and wished us every success for the future."

The Try Rugby Brazil programme is among a number of initiatives being run in Brazil as the country gears up for the Rio 2016 Olympic Games, which will see the hosts field a team in both the men's and women's competitions as rugby sevens makes its debut at the Games.

In February this year, São Paulo hosted a leg of the Women's Sevens World Series.

According to the International Rugby Board (IRB), participation in rugby has grown by 25 per cent since 2011.

Last year the IRB injected $400,000 (£245,200/€296,000) into rugby in Brazil to enhance the Brazil Rugby Union's development and high performance structures, while 9,000 children were introduced to the sport for the first time through the IRB's worldwide Get Into Rugby programme.

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