Anti-homophobia campaign targets AFL fans
Days after AFL player Jason Akermanis controversially urged gay players to stay in the closet, the code has renewed an anti-homophobia campaign.
Last week, Akermanis used his column in Melbourne’s Herald Sun to suggest that the code was not ready for openly gay players because team-mates would be uncomfortable in the showers.
The campaign has been created by the Youth Mental Health Foundation, Headspace and the AFL Players Association.
The video features the words of North Melbourne player Drew Petrie and Hawthorn Premiership player Brad Sewell, along with previously-released images of past and present AFL players and coaches holding signs voicing their views on homophobia.
The images were originally used in an internet campaign in the lead up to the recent International Day Against Homophobia.
The campaign had been organised before Akermanis’ comments.
Headspace CEO Mr Chris Tanti, said: “AFL players standing up to homophobia will go a long way to removing the stigma some sections of our community still attach to gays and lesbians. We congratulate the AFLPA and the players for their stance against homophobia and hope that other members of the community will show the same integrity as these men,” Mr Tanti said.
The agency behind the campaign is Freedom Media.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
Excellent start – AFL is such a cool game and culture that is intrinsically Aussie and prepared to take the lead… More please!
Point of Order tho: Akermanis’ Sub Editors are just as guilty as Meakin in their chase for sales/ratings….
User ID not verified.
I have nothing against advertising, I have mates who work in it.
User ID not verified.
Hate to rain on your Mardi Gras Not Craig Davis, but this is nothing close to an excellent start. Having the idea to do a campaign against homophobia was an excellent start. This is a disastrous end to that excellent start. Considering the talent they had at their disposal this is piss weak.
Why didn’t they lend a camera to every club and get them to record every player on their list saying “I will do everything I can to stamp out homophobia” or something to that effect. Run an ad highlighting a few big names, then you’ve got the rest in your back pocket as a permanent reminder to any player who transgresses that they’re going to be made to look like a liar. This would not be hard to do and it’d make a shitload more difference that this wet lettuce leaf.
User ID not verified.
I think this is an awesome start. To even get the AFL to release players still images for such a cause is massive. It would have taken so much coordinating and signing off Im sure…
It stirs emotion and gets the point across really well…
‘eek’ you have to start somewhere and the amount of good vibes around this project will only lead to more bigger and better ones. From little things big things grow remember….
last thing you want is it forced down people’s throats. Subtle is the key,
well done
congrats to the AFL and all involved
User ID not verified.
Pretty weaksauce if you ask me. Needs less piano, more balls. Make people realise that you think homophobia is COMPLETELY unacceptable, not just that you are toeing a line.
User ID not verified.
Seriously, 2 people say “I’m X and this is your AFL, for everybody” and a bunch of shots of generic signs. Really pushing the envelope there guys.
User ID not verified.
Have to agree with eek on this one this change cannot come from just a couple of players etc there has to be a commitment from 720 players….
User ID not verified.
nah, you’re all right: good start; needs much more; getting sign off from AFLPA; piano piano… where was Benny Cousens (no relation)??
User ID not verified.
where are you when I need you AF?
User ID not verified.
I find the sign thing frustrating as I can’t read them all fast enough. Maybe I’m just too slow and dumb witted, but wouldn’t that be the core audience this ad is trying to reach?
User ID not verified.
Steven, when it comes to changing ingrained perceptions ‘Slowly, slowly catchee monkey’ doesn’t cut it. This is more of an ad for Headspace, than a campaign that will change opinions or galvanise a community into action.
I agree that you’ve got to start somewhere, but it feels like the work of someone who was doing a job, rather than someone who believed in a cause.
User ID not verified.
It honestly feels like they recycled some assets from a generic diversity campaign that they had their arm twisted into doing. Homophobia, what the ad is supposedly all about, is mentioned briefly in the opening and closing titles, on ONE sign, and alluded to on one other (“Black, white, gay or straight, its about diversity mate”).
Was this really the strongest statement they could make? Bunch of wishy washy rubbish, nobody is buying that the players actually give a shit about stopping homophobia.
User ID not verified.
“I didn’t know you spoke Spanish”
User ID not verified.
This appears to be largely tokenistic. The AFL would do well to take a leaf out of the English Premier League’s ‘Let’s kick racism out of Football’.
User ID not verified.
Unfortunately their approach makes it look like “Let’s handball this problem to someone else”
User ID not verified.
At least it’s not just tucked away in the back pocket
User ID not verified.
@Steven – do you work for Freedom Media?
User ID not verified.
Too many critics here. Just remember that this is the first attempt by the players to address this issue. They should be congratulated. It’s not perfect, and yes there is a long way to go, but they have recognised the issue and have started somewhere.
User ID not verified.
@Catherine, you mean they’ve done their token effort and can go back to their anti-gay sentiment until next International Day Against Homophobia?
User ID not verified.
Tosh Catherine. Half the shots are taken from a different campaign – hence the Aboriginal artwork in the background. This is a little toe dipped in the swimming pool at best. It’s half arsed and it makes it look like the issue is unimportant.
User ID not verified.
@Eek, I figured most of the shots were recycled from another “diversity”/”oh shit we’re in trouble, better do something” campaign. Explains why the ad doesn’t feel like it is actually about stopping homophobia.
User ID not verified.
Have to agree that this is pretty weak and doesn’t get the point across. If there was no editorial to support it, I would have no idea that this campaign was about stopping homophobia in AFL. The images ran too fast and when I did catch them, the statements were VERY general. And what’s with the piano music?
User ID not verified.
Mike and eek should do a pro bono better one… ready? Time’s up.
User ID not verified.