The collection, entitled ‘Community Spirit – a digital exhibition by Martin Parr’, offers his own unique perspective on community life in modern day Britain and was commissioned to mark the launch of the 2016 Aviva Community Fund.

One of only five groups around the UK that were photographed for this exclusive project, Cramlington Rockets was selected due to its embodiment of community spirit, using sport and the positive impact it can have on people’s lives as a vessel to engage as many people as they can. Since winning funding from the Aviva Community Fund, the club has been able to include hundreds more club members and even organised the Aviva Cup, a rugby tournament for local primary school children.

Cramlington Rockets became the first Community Rugby Club in the North East to run a full time community department, an achievement rarely seen across the sport. Due to the brilliance of those involved, they deliver an amazing programme on a shoestring budget.

Martin Parr’s shoot with the group captures the Aviva Cup, a tournament with over 400 children involved, which was made possible by funding from Aviva. Martin’s distinctive style brings to life the family spirit from all of their sessions.

The photos have already captured the attention of the Chronicle and the Guardian.

With his work having been exhibited in 80 exhibitions worldwide including the Metropolitan Museum of Modern Art in New York to London’s Tate Modern, Martin Parr is regarded as the quintessential photographer of everyday British life. The collection is part of a wider series of five shoots entitled ‘Community Spirit – a digital exhibition by Martin Parr’, created to provide a glimpse into the often unseen, always inspiring work of community groups to mark the launch of the 2016 Aviva Community Fund.

The collection brings to life the goodwill of the public, with new research from Aviva revealing that 43% of people in the North East have previously helped out with a local group, of which 55% have lent their support in the last year.

However, when 75% claim that community spirit is not as strong as it used to be and more than half (56%) believe that a lack of funding for local community organisations is a real concern for their community’s wellbeing, supporting local groups has never been so important.

Now in its second year, the Aviva Community Fund is an initiative that lends a hand to local communities by offering support and funding for local causes. Members of the community can submit an idea that will make a real difference to a local group or charity they’re passionate about, with the chance to secure funding ranging from up to £1,000 to £25,000.

Steve Beaty of Cramlington Rockets, said:

“Our philosophy is Respect, Commitment and Fun and all three elements are equally held at the heart of everything we do. We have some amazing people involved who work so hard to make a difference in the lives of the children.

“We are thrilled with how things have gone so far and we feel we have proven we have what it takes to provide something truly special to the people of Northumberland. Thanks to the Aviva Community Fund, we can have a positive impact in our community for many years to come.
“It was great to have Martin visit and photograph the group. Hopefully those in the area that see the great photos will be inspired to pick up a rugby ball themselves.”

Martin Parr, photographer, said:

“Throughout my career I’ve travelled over the UK, capturing the hidden stories and the beauty in the ordinary and every day. This was an exciting project because it gave both myself and the viewer access into the extraordinary work undertaken by groups that the fabric of their local community.

“It was a privilege to meet and capture the inspiring people behind Cramlington Rockets. Hundreds of kids suddenly poured onto the school grounds, it was great to see. I also liked that it was very muddy, as mud makes for a great photograph.

“When photographing an event, I look to capture the energy of the attendees and the enthusiasm this group has for the sport they love and community they live in, made that very easy.”

Parr has also shared his expertise on how to take photographs in a unique and compelling way to really bring a story to life. His advice, along with tips from other experts, forms part of an online toolkit that those entering the Aviva Community Fund can use to enhance their entry and help drive awareness of the ongoing work their group does in the local area throughout the year.

To view Martin’s photographs of Cramlington Rockets and other community groups including a veterans’ tea party in Colchester and a brass band in Sheffield, hear his top tips or to enter the 2016 Aviva Community Fund, visit: http://www.aviva.co.uk/good-thinking/community-fund./ Our video can be found at the bottom of the page.