AFL Australia has launched their new branded content series, “Don’t Believe in Never”.  The series addresses a number of societal issues with honesty and community at the centre of each story.  The campaign won Mumbrella’s Ad of the Month for March.

Three stories have been highlighted through short films, which break down gender, race and religious barriers. The short films have been distributed across TV, OOH and Social Media platforms, with one film extending into a TV program which aired on Channel 7. Additional stories will be released at key moments during the year to continue the celebration of the sport and its fans.

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