In conjunction with StreetGames and Communities First, the Union has developed an exciting approach to the game which takes rugby out of the traditional club environment and on to the streets of the youngsters themselves.
WRU Street Stars is delivered by WRU participation officers in car parks, on street corners and in public games areas and, after achieving impressive results throughout the summer, it will now become a national community rugby initiative with a plan in place to take the programme into every Communities First area in Wales.
The Group Chief Executive of the WRU, Roger Lewis, said: "We are committed to using new forms of rugby to take the game to a whole new audience across Wales and this initiative showcases our strategy in action.
"The WRU is determined to boost participation in rugby and we have identified the need to modernise our approach to ensure we interest a wide group of people of all ages.
"It is all about people getting active and we are aligned with the aims and aspirations of the Welsh Government in getting more young people involved in physical activity."
Wales and Ospreys back row Ryan Jones said, "It's fantastic to see young people having so much fun through a form of rugby that can be enjoyed by anyone, anywhere. There are so many distractions for young people but sport is a great way to have a laugh with your mates, and also gain a unique sense of achievement."
The concept of WRU Street Stars uses a portable obstacle course to challenge young people's basic skills in passing, evasion, throwing, kicking and tackling - all against the clock in a fun, fast-paced environment, with the top points scorers invited to a regional finals day and Regional match.
The scheme has clear health benefits, getting young people more active and participating in engaging, physical activities, and socially it can act as a positive, diversionary activity in some potentially anti-social hot spots. This element has been particularly recognised by organisations including the Caerphilly Safety Partnership and Network Rail who are now working with the WRU in order to deliver WRU Street Stars sessions in train station car parks to help educate young people against committing railway crime.
WRU Street Stars sessions have been hugely successful around Caerphilly, Newport, Monmouthshire and Blaenau Gwent since the start of the summer, already attracting over 6,000 participants. Torfaen is the latest Council in the Dragons region to get involved with today (Thursday)'s event in Blaenavon town centre, attended by the Minister for Culture & Sport John Griffiths, the first of a series of street sessions to take place as part of the Council's strategy to take sport direct to the communities of young people.
Minister for Culture & Sport, John Griffiths, said: "We're committed to providing everyone with the opportunity to access sport and physical activity in their local community.
"This project is a fantastic example of how sport can reach out to young people who might not be able to access traditional forms of sport and physical activity. The WRU with the support of StreetGames and local authorities have provided a template that many other sports can and should use to make their sport more accessible. I look forward to seeing many more examples of this type of innovative practice in the future."
Caro Wild, Wales manager of StreetGames, said, "What is impressive about the WRU's approach is that they have worked out a way of taking sport to the communities, rather than hoping these young people will travel to play rugby. We know from our research that young people from hard to reach communities are far more likely to participate if sport is delivered in their communities in a safe and fun way. The WRU has understood this and that is why the scheme has been such a success."
Torfaen Council's Deputy Leader, Councillor Lewis Jones, said: "Welsh rugby is on a high following the British & Irish Lions' success down under and the immense contribution the Welsh players had on their success. The street sessions take the game direct to young people and give them a rugby taster in a fun, relaxed environment which could inspire future players".