A new nationwide campaign has been launched by the Rugby Football Union (RFU) in a bid to promote and preserve the sport's core values in the wake of the recent 'Bloodgate' scandal.

The launch of the 'This is Rugby' strategy follows a two-year consultation with players, coaches and supporters, who identified teamwork; respect; discipline; enjoyment and sportsmanship as rugby union's key values. Supported by the International Rugby Board (IRB), the campaign will include Premier Rugby Limited and the Professional Rugby Players Association to promote core values from the grassroots game through to elite performers.

RFU president John Owen said: "These five values are what brought us into the sport and what keep us part of it, they are what rugby union has to offer and go way beyond the pitch and the clubhouse. "Rugby can be proud of its unique spirit but it's important to make sure that is protected for the future. Our next task is to share and promote them within the whole game."

Campaign material and advice will be made available to rugby union clubs across the country to educate players, coaches, administrators and supporters. The launch of the new campaign comes weeks after Dean Richards, director of rugby at Harlequins Rugby Football Club, resigned as a result his role in the 'Bloodgate' scandal.

European Rugby Cup (ERC) found the club guilty of faking a blood injury to one of its players in order to allow the introduction of a specialist kicker in a defeat against Leinster in April.