AFL shines a light on adversity


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.

Our take

The campaign demonstrates the power of storytelling in addressing topics such as diversity and equality and most importantly, communicating these issues in a positive way.

AFL Australia has created an opportunity to shine the spotlight on achievers from the grassroots level right through to the professional with content that generates emotion and encourages a broader connection with the game.

This is a great example of creating a brand platform with strong commercial value and longevity that helps to celebrate achievements in overcoming adversity.

You can watch the series on the AFL’s YouTube channel here

Kate Ainslie

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