AAMI transforms ‘her’ into a ‘hero’ in support of AFLW and International Women’s Day

AAMI is turning the word ‘her’ into ‘hero’, as part of a new campaign supporting the AFL Women’s League and International Women’s Day.

Created by Edge, the online content piece features AFL star Laura Bailey who is preparing for a game while voiceovers in the background make comments about why she shouldn’t play AFL.

As she is joined by fellow AFL stars Bailey Hunt, Rebecca Neaves and Brooke Lochland, comments such as ‘Should we let her play?’ and ‘Aren’t there more appropriate sports for her?’ shift to positive comments such as ‘It’ll be hard to beat her’ and ‘Her skills are like nothing we’ve seen,’ before the word ‘her’ changes to ‘hero’ on the screen.

The campaign aims to use the word ‘her’ in a less dismissive way, and celebrate and recognise the ‘hero’ in every woman.

“Working with the AAMI team on this project and seeing these professional footballers in their element was inspiring”, said Meghan Winger, account director at Edge.

Angela Grogan, social media adviser for AAMI said it was a “privilege” to work for a brand supporting both male and female aspirations.

“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,” Grogan said.

Director of the ad, Cassie De Colling said working with females across AAMI and Edge consolidated 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’,” De Colling said.

The campaign will run across AAMI and Channel Seven’s social media channels.


Director: Cassie de Colling

Executive creative director: Matt Batten

Creative concept: Carleen Ramsay and Fiona Cox

Producer: Emily Bull


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