AUSTRALIAN FOOTBALL LEAGUE
3 More Important Letters
Every September Australia's largest sporting event takes place, the AFL finals. But in September 2017 something more important was happening. Australians were asked to vote ‘YES’ or ‘NO’ whether same sex marriage should be legalised.
As long time champions for equality, both on and off the field, the AFL wanted to show its support for the 'YES' campaign. So, at a time when all eyes were on the AFL, we put the spotlight on three more important letters, YES.
Clubs, players, coaches, umpires, officials and staff were all invited to be involved if they wished. They could either have their photo taken with the ‘YES’ sign at AFL headquarters, or for people unable to get to the sign, footballs with the updated logo were sent to clubs to use as they saw appropriate.
The gesture quickly became one of Australia’s top news stories. Creating debate nationwide amongst footy fans and sports commentators across newspapers, TV, radio and social media.
21+ million social media impressions in one week.
$6+ million in earned media.
Number one news story in Australia.
