AAMI launches new ‘Her to Hero’ content piece to support AFL Women’s inaugural season via Edge
AAMI has launched a new piece of content titled ‘Her to Hero’ to support the first season of the AFL Women’s Season via Edge.
When the AFL announced in mid-2016 they were starting a professional women’s league (AFLW), it was a historic moment for Australian sport. Aussies everywhere were being inspired by amazing women doing what they love – playing footy.
AAMI approached Edge about making a piece of content to launch on International Women’s Day (today, March 8th). AAMI has been supporting Australian sport for many years through a variety of successful sponsorships – celebrating all that it is to be Australian is part the brand’s DNA.
Says Meghan Winger, account director, Edge: “Working with the AAMI team on this project and seeing these professional footballers in their element was inspiring.”
Says Angela Grogan, social media advisor, AAMI: “It’s a privilege to work on a brand that supports the aspirations of all boys and girls who dream of one day winning an AFL grand final. We’re so proud of these female athletes and the fact that Australians everywhere are welcoming the AFLW league so enthusiastically into their homes – we just wanted to show our support.”
Edge was particularly pleased to assemble a strong team of women to work on the project with a female art director, copywriter, producer and director to drive the concept. The insight was the understanding that the word ‘her’ is often used in a dismissive way, leading to the big idea of destigmatising this word. Women feature in only 7 per cent of sports programming in Australia (source: ABC News, 2015), so AFLW is a critical turning point to address gender balance in the arena (literally). By shifting the impersonal and oft-times derogatory ‘her’ into a proud recognition of what these women have achieved led to the idea of ‘From Her to Hero’.
Says Fiona Cox, copywriter, Edge: “Having a women’s AFL league is really exciting, but it hasn’t been an easy road. We wanted to show that despite the challenges, these women have persisted.”
Shot in Footscray at Whitten Oval, the home of the Western Bulldogs – the film features AFLW players Laura Bailey, Bailey Hunt, Rebecca Neaves and Brooke Lochland from the Western Bulldogs. It’s being launched across AAMI’s and Channel 7 social media channels to celebrate International Women’s Day and the turning point of this great sport.
Says Cassie De Colling, director: “Working with a team of females at AAMI and Edge to create this piece of content that consolidates the birth of AFL Women’s is not only pivotal to the history of the AFL, but also a message for females beyond the realm of a sports stadium. It says, ‘We are the heroes, we can do it and we are here to stay’.”