AFLW players question traditional expectations of women in season launch campaign

As its players continue to break boundaries, the AFLW is celebrating the women pioneering the league in a campaign ahead of its fifth season launch.

The campaign film contrasts clips of the AFLW with a voiceover borrowed from Housekeeping Monthly’s ‘The Good Wife’s Guide, 1955’ which describes the expectations held of women at the time.

“Remember that a lady must prepare herself. Tie a ribbon in your hair. Put out the slippers. Prepare the children … And always remember who is the master of the house,” the voiceover instructs.

The campaign features Geelong’s Richelle Cranston, North Melbourne Tasmanian Kangaroos’ Kaitlyn Ashmore, Melbourne’s Libby Birch, the Western Bulldogs’ Ellie Blackburn, Collingwood’s Sharni Layton and St Kilda’s Kate McCarthy. It was inspired by archive footage of women playing Australian Rules Football in the 1940s and 50s.

“The campaign rallies our AFLW community, preparing them for the exciting season ahead by illustrating how far women’s sport has come over the years, as well as the incredible athleticism, power and resilience of W players,” said AFL Media’s head of marketing and content, Julian Dunne.

“It’s incredible to look back at the vision of women who were pushing the boundaries over 70 years ago by playing football when you consider the ideals of the time. Women have been coming together through a shared love of the game for decades, and now five years on, our AFLW community is stronger than ever.”

The campaign was made by AFL Media, the league’s in-house media, marketing and communications team. It was produced by Monster and Bear.

Dunne added that the ‘This is Us’ brand platform that has launched with the campaign signifies the inclusivity of the league.

“It doesn’t matter who you are or where you’re from, footy brings people together, giving them a community to connect with. From Auskick and community footy to the elite games of AFL and AFLW; footy is part of our fabric, who we are,” he said.

“In 2021 we are dedicated to celebrating the connection between our fans and our game. Footy is for all of us and that is what we want to communicate through the overarching ‘This Is Us’ platform.”

The Good Wife’s Guide has been circulated widely over the last several decades, however whether its source is the 13 May 1955 issue of Housekeeping Monthly has not been confirmed.


AFL Media
Head of Marketing and Content: Julian Dunne
Marketing Manager: Bridget McMillan
AFL Producers: Shaun Vance, Don Mayes
AFL Editor: Alex Cottier
Photography: Michael Willson
Project Manager Creative Services: Aude Nieul
Deputy Art Director: Jacquie Martin
Graphic Designer: Mark Roma
Graphic Designer: PJ Smith

Monster & Bear
Director: Sarah-Jane Woulahan
Producer: Jessica Pearce
Director of Photography: Stu Mannion
Editor: Sam McCarthy
Composer: Amanda Brown
Voice-Over artist: Alinta Chidzey
Sound mix: Mark Farrow


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