Aviva Premiership officials proudly wore the Railway Children logo on their shirts for Round 15 fixtures, including Leicester Tigers’ game at London Irish as part of Aviva’s #Take5 Twitter campaign.
Railway Children’s colours were in evidence around Madejski Stadium, including the post protectors, helping to raise awareness of the charity and its work.
And for every tweet or retweet with the hashtag #Take5 posted on Twitter during Aviva's community weekend they pledged to donate £1 to Railway Children, who provide help and support to children under 16 who have run away from home or are at risk of doing so.
The Tigers social media team, fellow Premiership Rugby clubs and many players as well as Norwich City footballers helped increase the profile of the campaign.
And with contributions from Norwich directors Stephen Fry and Delia Smith, the campaign generated 23,365 interactions over a 48-hour period. Aviva have doubled the figure and will donate £46,730 to Railway Children.
The charity estimates that one child runs away from home every five minutes in the UK. That's the equivalent of 16 children during an 80-minute rugby match.
Heather Smith, marketing director Aviva UK DI, said: "We would like to thank all who showed their support for our charity partners Railway Children this weekend by taking part in our #Take5 Campaign.
“The Aviva community weekend activity offered a fantastic opportunity for us to build on our year-round work with Railway Children, raising awareness and funds for the charity.”
Terina Keene, Chief Executive, Railway Children said: "Aviva's donation of £46,730 provides much-needed funds to help us deliver crucial support and services before, during and after young people run away from home."
More information on Railway Children is available at www.railwaychildren.org.uk