THE CHALLENGE
Furphy sponsored four AFLW teams and wanted to help build a more inclusive football culture. But while players were delivering on the field, critics and trolls were tearing them down online. We needed to give people a reason to look past the comments and watch the game.
THE IDEA
We created Don’t Support the AFLW, a deliberately provocative PSA featuring AFLW players delivering real negative comments about their own sport. Then we let the football answer back. Every criticism was followed by footage of the talent, skill and passion it failed to recognise.
HOW PEOPLE ENGAGED
The opening stopped people in their tracks. The action made them reconsider. Players confronted the criticism head-on, while extraordinary passages of play pulled it apart. The trolls supplied the script. The AFLW supplied the comeback.
WHAT IT BUILT
A platform for Furphy to back the teams it sponsored and challenge the attitudes holding the game back. A reminder of what critics were missing. And a compelling invitation to get out and support the AFLW.
