Dallaglio RugbyWorks Learns from the Next Generation in Gen Z Insight Programme
DRW has taken part in the Gen Z Insight Programme, sponsored by Entrepreneurs in Action, and in partnership with Sevenoaks School, giving young people the opportunity to challenge, shape, and strengthen how organisations engage with their generation.
Over the course of the programme, students from Sevenoaks School acted as consultants, analysing DRW’s marketing, communications, and brand voice. They provided clear, evidence-based recommendations on how DRW can connect more meaningfully with Gen Z and the generation coming next.
Key recommendations included:
Expanding DRW’s presence on Instagram and TikTok with reels, short-form video, and youth-led storytelling.
Creating a Youth Advisory Board and collaborating with influencers.
Posting consistently with clear templates and schedules.
Using platforms to amplify young people’s voices and experiences.
The students didn’t stop at ideas, they presented practical frameworks, audience insights, and even a proposed advertising budget. From case studies of charities doing it well to detailed campaign strategies, their work provided DRW with a roadmap for youth-focused engagement.
“Talking in front of a board of a company really helped build my confidence. Teamwork and meeting deadlines are extremely important.”
Student Participant
Impact on Students
The programme was equally valuable for the young people who took part:
95% rated the programme excellent or very interesting.
100% improved key skills such as problem-solving, teamwork, leadership, and presenting.
90%+ reported increased confidence in what they can achieve.
100% said they would reference the experience in their UCAS applications.
Parents and industry judges described the programme as both “transformational” and “professional.”
“It is a great pleasure to support charities like DRW to unlock missing Gen Z Insights to support their excellent work with young people.
We work with a small number of charities each year and DRW has been an excellent partner to work with in 2025.”
Why It Matters for DRW
For DRW, the programme marked a major step forward in placing an authentic youth voice at the heart of its work.
“We learned a huge amount about how to engage young people more meaningfully through our communications,” said Rachel Adams, Senior Development Manager. “But just as importantly, we saw the transformational impact of trusting and listening to young people themselves.”
The programme has already sparked further opportunities. One student, Arthur, was inspired to join DRW’s London team for work experience, where he supported delivery sessions and explored how the organisation generates income. He will be returning during the Easter break to continue learning with the team.
“We are always looking for ways to increasingly involve young people in our organisational strategy, and this has been a wonderful mechanism in order to do that. EiA, and Sevenoaks School, have been brilliant partners and we look forward to seeing the outcomes of this work. ”
Next Steps
DRW will build on the insights shared by the students to evolve its marketing and communications approach, ensuring that young people are not only the focus of its work but also active shapers of its voice and presence.
Building on the insights from the Gen Z Insight Programme, DRW will:
Establish a Youth Voice Panel to provide ongoing input and ensure young voices are embedded in decision-making.
Pilot new content formats on Instagram and TikTok including reels, short-form video, and youth-led storytelling.
Develop a consistent posting schedule with clear templates and messaging guidelines across platforms.
Test a targeted digital advertising strategy informed by the students’ recommendations, including small-scale paid campaigns.
Offer youth-led work experience opportunities, building on Arthur’s placement, to strengthen real-world skills and bring fresh perspectives into the organisation.
Share progress publicly through blogs and social media, keeping both students and supporters updated on the changes inspired by the programme.
These steps mark the beginning of a longer-term commitment to placing authentic youth voice at the heart of DRW’s brand, communications, and strategy.
