Trigger warning: The following story contains descriptions of family violence. Some readers may find this content distressing. Please take care while reading.

What began as a simple idea—a rugby tournament with a message—has sparked a movement that’s reshaping how sport is seen in Samoa. Through Seleagaia Toluiva Keneti’s leadership, Lakapi Samoa has turned rugby into a powerful vehicle for safeguarding, empathy, and the prevention of violence.

Seleagaia Toluiva Keneti, is the National Development Manager at Lakapi Samoa and has been instrumental in driving safeguarding and gender-based violence awareness in the organisation. Selegaia started her career with Lakapi Samoa in 2013 as the Women’s Officer. Lakapi Samoa is the official governing body for rugby union in Samoa. At the time, there were no initiatives using rugby as a tool to address social issues, the focus was solely on developing the sport. However, in 2015, the tragic death of a mother due to domestic violence had a profound impact on Seleagaia. It inspired her to explore how rugby, traditionally a male-dominated sport, could be harnessed to raise awareness and contribute to ending violence against women and girls.

“At the time, I had a general idea for the Ministry of Women, but I didn’t know anyone or know how to seek support. Then I saw Mele [Maualaivao, Country Programme Coordinator, UN Women in Samoa] on TV speaking about the 16 Days of Activism [to End Gender-Based Violene Campaign], and I reached out to her about organising a Rugby 7s tournament with the theme “Ending Violence Against Women and Girls,” says Seleagaia.

This year [2025] marks 10 years of Lakapi Samoa’s collaboration with UN Women in Samoa, in its “Ending Violence Against Women and Girls” campaign through test matches and festivals for children and club tournaments. Through this collaboration, UN Women has facilitated training related to safeguarding, child protection, and gender-based violence for coaches and young leaders, including teenage girls.

In 2021, Lakapi Samoa began implementing the Getting into Rugby PLUS (GIR+) program through Oceania Rugby and their collaboration with UN Women through the Pacific Partnership to End Violence Against Women and Girls (Pacific Partnership). A key criteria of the program is that rugby unions must have a safeguarding policy. Lakapi Samoa began developing its safeguarding policy by aligning the policy to Samoa’s laws and creating referral forms, disclosure forms, and a code of conduct. Lakapi Samoa have since delivered safeguarding training for its staff and extended the training to teachers, coaches and school executives across 60 schools with many more schools requesting the training.

“We’ve made it clear: no safeguarding, no rugby. If schools or clubs want to participate in our rugby programs, they must first agree to implement safeguarding. This is our way of ensuring we’re not just teaching sport but also protecting lives.” – Seleagaia Toluiva Keneti.

When Lakapi Samoa first introduced safeguarding and gender-based violence training, many people saw rugby as “just a sport.” Even within the organisation, some staff questioned the relevance of the initiative. “Why are we talking about violence in rugby?” they asked. “We’re not abusing our families—why do we need this?” Some school principals even refused to engage.

But things have changed.

In 2023, safeguarding training became a core part of Lakapi Samoa’s induction week. Now, every staff member undergoes annual training. The shift is visible both on and off the field. Staff are more mindful of their language, and players show greater empathy—shaking hands with coaches and comforting each other after matches. One moment stands out: a boy broke down in tears after losing a championship. A player from the winning team walked over and hugged him. No one told him to do it. He just did. That’s the kind of heart-led action Lakapi Samoa strives for.

“This work matters to me because I’m a mum. I don’t want my daughter to be a victim. I don’t want my son to be a perpetrator. Safeguarding is everyone’s responsibility. If we can change one mindset, protect one child, or help one family live in peace, that’s enough for me. That’s why we keep going.” says Seleagaia.The Pacific Partnership is funded primarily by the Government of Australia (through Team Up) and the European Union.