Premier Rugby (PRL) and rugby union stars from its clubs, such as Jonny Wilkinson, are dedicating the weekend of April 4/5 to fund raising efforts for the NSPCC’s Childline. Called the Family Forwards Weekend, it’s a development of the relationship between NSPPC and PRL which also covers an anti-bullying schools programme. The combination of a cause related fundraising campaign with a grass roots intervention programme is symbolic of the more sophisticated and integrated collaborations going on now between corporates, charities and government agencies looking to change social behaviours. There are details of the both dimensions of the relationship go to the PRL community blog. If you just want more details about the cause go to the NSPPC.