NRL highlights grass-roots initiatives in newly launched campaign via Archibald/Williams

Screen Shot 2017-05-01 at 7.22.04 am.jpgFollowing the recent launches of the 2017 Telstra Premiership season and the upcoming State of Origin series, Archibald/Williams has today released its latest campaign for the NRL - 'Power for Change' - bringing to light stories from the game's various grass-roots Community initiatives.


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Alan Tongue - NRL ambassador, former Canberra Raiders Captain and 2016 ACT Australian of the Year - fronts the first in what will be a series of six films to be released this year. The 5 minute content piece, supported by a 30" Teaser TVC, highlights the work the NRL's Voice Against Violence program does across the country to educate and encourage young males to stand up, speak out, and take action against domestic violence.

The film follows the Queanbeyan Blues junior rugby league team participating in the Voice Against Violence program, led by Tongue. A combination of in-classroom sessions and on-field rugby league drills are used to deliver messages about the need for balance and equality in society, and educate the boys about the role they can play in creating a better future.

Tongue is encouraged by the ability of the game to deliver such an important message to younger members of the community: "It's almost like there's a lightbulb moment where they go "I understand where he's coming from, I understand what they're talking about". And that's the amazing power of sport, and in particular Rugby League."

Says Matt Gilmour, executive creative director, Archibald/Williams: "Seeing the NRL's long term commitment to their community and the results they're getting made us really proud to get involved and make sure their powerful stories are heard."

Says Jaymes Boland-Rudder, head of community, NRL: "Our Community programs and our Power For Change campaign is at the heart of our game and is an opportunity to share our stories and show another side of our game that supports and nurtures fans of all ages."

The 'Power for Change' campaign will run throughout the year with additional stories to come supporting further NRL Community initiatives, namely the State of Mind, Women in League, School to Work and In League In Harmony programs.

Agency - Archibald / Williams
Matt Gilmour - Executive Creative Director
Jonny Browne - Creative Director
Emma Frizzell - Art Director
Mary Perebzak - Head of Strategy
Jasmina Krnjetin - Group Account Director
Lauren McMahon - Account Manager
Nicola Ramsey - Account Executive
Elizabeth Nunan - Senior Producer

Client Team
General Manager, Marketing & Brand - Peter Jarmain
Marketing Manager, Community & Participation - Courtney Mace
General Manager, Community - Ellen Beale
Marketing Manager, Operations and Partnerships - Nicole Chesher
Marketing Executive - Rita Khouri

Production Co - Occulus Productions
Executive Producer - Karen Hannah Miller
Post Production - Cutting Edge
Executive Producer - Samantha Daley
Creative Director - Finn Spencer
DOP - Simon Morris
Editor - Tony McGrath
Sound Design - Nylon Studios
Music Composer - Adam Mose

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