With the impeccable timing of an All Blacks backline, New Zealand Rugby (NZR) has taken the latest step in its inclusion and diversity campaign.
A two-minute 'Diversity Is Strength' video has been produced and launched on Monday, in conjunction with principal sponsor AIG - perfectly answering three weeks of heated Israel Folau anti-gay debate.
- All Blacks coach Steven Hansen endorses Perenara's social media stand
- Israel Folau a product of 'fire and brimstone Christianity' - Harawira
- Israel Folau's gay comments aren't hate speech - Jacinda Ardern
"The next battle is different," warns the script. "The next enemy is truly formidable and deeply devious.
"It is discrimination - an enemy that cannot be fought alone and must be defeated together.
"It will take more than 15 - it will take thousands."
Last year, NZR became the first - and so far, only - national sporting organisation to earn the Rainbow Tick for its proactive initiatives in this area.
NZR has been cautious in its approach to the Folau controversy, after the Wallabies star's social media statement that homosexuals would go to hell. While it hasn't outright condemned his comments, individual players like Brad Weber and TJ Perenara have stood up against them.
This latest promotion - featuring All Blacks and Black Ferns players, and seemingly filmed in Japan - leaves no doubt about where NZR stands on the issue.