Women feature in only 7% of sports programming on TV in Australia.
So when the Australian Football League (AFL) finally created a women’s league – after 154 years of the sport being purely played by men – footy fans showed their support with sell-out stadiums.
As a sponsor of the AFL, AAMI wanted to show their support for this great leap forward in women’s sport with a content film launched on International Women’s Day 2017, fortunately timed with the penultimate games of the successful season.
The central idea for the film takes the word ‘HER’ – normally reserved to de-personalise and dismiss with sexist tone – and repurposes it to empower any woman who has striven to be recognised for being great at what they love. In this case: football.
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