Seleagaia Toluiva Keneti, known as Toluiva, has long been a dedicated advocate for the development of rugby in Samoa, and her recent appointment as the Rugby National Development Manager at Lakapi Samoa is a testament to her hard work and leadership.

Her journey, while marked by challenges in a traditionally male-dominated space, has paved the way for significant change, not only for the growth of the sport but also for the safety and well-being of its participants.

As an advocate for gender equality ending to violence against women and girls, Toluiva has played a pivotal role in the development of the safeguarding and protection training programme launched four years ago in partnership with Lakapi Samoa supported by Oceania Rugby, UN Women through the Pacific Partnership to End Violence Against Women and Girls (Pacific Partnership), Team Up, Child Fund, the Ministry of Women, Community and Social Development, and other key stakeholders.

Toluiva has been leading the Get Into Rugby PLUS Programme with Lakapi Samoa and Oceania Rugby since 2019. The programme, designed to address violence against women, is based on a 16-session curriculum, where participants take part in rugby activities that integrate lessons and discussions on gender equality, while incorporating rugby’s values of respect, integrity, solidarity, discipline, and passion. On the field, participants are given an opportunity to learn tag rugby in a safe, non-contact playing environment.

 This reflects Toluiva’s broader vision of a safe, inclusive, and respectful environment for all involved in the sport. Rugby, a traditionally male-dominated sport in Samoa (and the broader Pacific), can often expose its participants to various vulnerabilities, making the need for a proactive approach to safeguarding critical. From players to coaches and referees, the initiative equips individuals with the tools to identify, prevent, and respond to various forms of violence.

“We don’t just want our players to be safe; we also want our coaches to safeguard themselves [and others],” Toluiva says. “The safeguarding training ensures that everyone in rugby, from officials to players, understands the importance of maintaining a safe environment both on and off the field.”

The training programme, which started as a collaboration between Lakapi Samoa, UN Women, the Government of Australia, Team Up, Child Fund, the European Union, Oceania Rugby, and the Ministry of Women, Community and Social Development, is now having a profound impact on Samoan rugby. The programme seeks to address critical social issues such as gender inequality and violence, making rugby not only a space for athletic achievement but also a platform for promoting respect and safety. Toluiva’s leadership has been instrumental in making safeguarding a central part of the sport’s development in Samoa.

“Having a safe environment is essential for our players and our coaches,” says Toluiva. “We want our players to thrive, and that means ensuring they feel safe and respected, both during the game and beyond. The same goes for our coaches and officials—safeguarding is a responsibility for everyone involved in the sport.”

The programme has trained over 20 coaches who have worked with secondary school students between the ages of 13 and 17, fostering a culture of respect, discipline, and passion for rugby. Teachers and coaches, such as Fetaiai Gauta Mareko from Anoamaa College, have praised the programme for providing the tools to create safer sporting environments.

“As a teacher who is participating in this training and as a potential coach and referee, this course is invaluable for ensuring all students feel safe when they come to school,” Mareko shared.

The impact of the safeguarding training is also felt by school administrators like Fetuao Eli Tamala, Principal of Tuasivi College.

“Safeguarding training is crucial for me as I have always been involved in training our school sports teams. However, there are certain practices or actions that have become a norm in sports that shouldn’t exist. Through this training, it has been an eye-opener on how to be a better coach and create a safe environment for students to participate in sports, knowing that they are playing in a secure setting.”

Toluiva’s journey within the rugby world has not been without challenges. As a woman working in a male-dominated field, she has faced societal expectations and stereotypes that can discourage women from pursuing careers in sports. However, she has remained steadfast in her dedication to empowering women, not just as players but also as coaches and leaders in rugby.

Toluiva’s work in developing women’s rugby programmes has been incredibly rewarding, providing opportunities for female athletes to thrive and inspiring a new generation of women to enter the world of sports.

“I’ve experienced and observed the positive impact of these safeguarding trainings,” Toluiva reflects. “They’ve not only created a safer space for women and children but for everyone involved in rugby—players, coaches, officials—everyone. Rugby has always been about passion, discipline, and respect, and this programme ensures that these values are upheld for the safety of all.”

Toluiva acknowledges the importance of collaboration and leadership within the broader sporting community, especially from male allies who have supported her in driving these changes. She draws on her knowledge and experience in both developing rugby on and off the field, in training, education, and stakeholder collaboration, to advocate for ending violence against women and girls. Her leadership has been a catalyst for the growth of rugby in Samoa, not just as a sport but as a powerful tool for social change.

“Through this training, we’ve been able to challenge traditional gender roles and promote a more inclusive and equitable sporting environment,” says Toluiva. “The work we’ve done has empowered young girls to participate in rugby and shown them that they have a place in this sport. At the same time, we’ve made strides in changing the perception of rugby as a male-dominated space, ensuring that both women and men are equally represented and respected.”

As Toluiva transitions into her new role as Rugby National Development Manager, she continues to be a beacon of inspiration for women in sports. Her leadership is driven by a commitment to gender equality and the protection of athletes. In her new position, she plans to introduce policies such as a safeguarding policy for rugby in Samoa, which will ensure that all rugby administrators undergo safeguarding training, sign a code of conduct, and receive certification, providing the tools and knowledge to maintain a safe and respectful environment.

“Having this position is a steppingstone for me in my mission to promote gender equality and raise awareness about ending violence against women and girls, especially in sports here in Samoa,” Toluiva shares. “This journey is about more than just rugby; it’s about using sport to create lasting social change.”

Toluiva credits the ongoing support of UN Women through the Pacific Partnership, Oceania Rugby,  Team Up, the Ministry of Women, Community and Social Development, the Ministry of Sports and Recreation, the Ministry of Education and Culture, SASNOC, Lakapi Samoa, and the community of Samoa. “Without our people, our partners, we wouldn’t be able to do the work that we do now,” she says with appreciation.

Congratulations to Seleagaia Toluiva Keneti on her well-deserved appointment as Rugby National Development Manager. Her continued efforts to create a lasting impact on the lives of those involved in rugby in Samoa, particularly in fostering a safer and more inclusive environment, are an inspiration to all.