Mindshare and CSM created ‘The spirit of rugby’ series, in partnership with The Telegraph, to celebrate those going above and beyond with an outstanding act of care, on and off the rugby pitch.


Activity includes The Telegraph’s first piece of branded content to run on Instagram TV. The vertical video tells the story of Bill Beaumont’s duty of care towards referee Nigel Owens after the world’s leading referee was subjected to homophobic abuse at Twickenham. Beaumont explains why he felt compelled to write, and Owens reveals what that care and support meant to him when he was questioning his future in the game.

Users can view the video here or navigate to the video via The Telegraph’s official Instagram account (@telegraph). The video is also being promoted across the platform.